Deliveroo: Share of Stomach, a research report that helps restaurants and grocers keep customers ordering

The challenge.

A restaurant that joins is only worth having if it keeps trading and grows its orders. New restaurants were the most likely to go quiet in the first months. We needed a reason for them to engage with the platform and act on what customers wanted, and a way to show Deliveroo as a business that helps them grow, as well as a delivery channel.

What we did.

• A research report as the hook: A customer survey turned into an annual thought leadership report written for restaurant owners, newly onboarded restaurants included. The UK edition covers how customers feel, what matters to them when they order, and which cuisines they try.
• Findings, cuisine map and tips in one: Nearly half of customers order more delivery than a year ago, and one in four reported a vegan, vegetarian or flexitarian diet. Almost 3,000 customers rated 21 cuisines on what they had ordered and what they would consider, which showed restaurants where a new cuisine had room to grow. A closing section turned this into steps restaurants control: winning new orders, bringing customers back for repeat orders, protecting ratings and promoting the menu, each linked to a Deliveroo tool.
• Press launch and local editions: The report launched in February 2022 with a Deliveroo press release, including a 117% rise in demand for vegan food over twelve months, with quotes from the UK business lead and a restaurant group. The same research was published for the UK, France and Hong Kong.
• A gated landing page: One page to request the report, asking for business type so that follow-up to new restaurants could fit their business.