Next week in Brussels, we’ll be hosting a panel discussion examining online shopper behaviour. Ahead of the event, we caught up panellist Charles van der Bogaert, Head of Marketing Benelux at Deliveroo, to find out how the food delivery service is using data to stay ahead of consumer expectations, prepare for launch in new markets, and keep connected its vast network of restaurants, riders and customers.
Services like Deliveroo have brought a new level of convenience to food delivery. What do you think ‘convenience’ mean to consumers in 2018? And how does Deliveroo meet and manage consumers’ expectations of convenience?
More than ever, consumers expect fast service and good customer care, from booking hotels to online shopping. At Deliveroo, we strive for the ultimate customer experience as well, seven days a week. Our customers might be in rush, in a meeting or even ‘hangry’. We need to provide clear and reliable information first (delivery times, rider updates), and then give the best service possible. As a platform, Deliveroo manages a lot of human interaction. The cook in the restaurant, the rider on the road, the customer at home. Once in while, something might go wrong. It is our responsibility then to make it right.
How does Deliveroo use data to shape and improve the customer experience?
We’re a tech company, with a passion for food. We listen, analyse and improve our services every day. From the cuisine selection, working with new food brands, to the app or web interface. Feedback is crucial and very much used internally.
One of the best examples of us meeting supply and demand is Deliveroo Editions. Our delivery-only kitchens provide new cuisines to neighbourhoods that were missing some crucial brand or restaurants. We’re now able to deliver faster, closer and better than ever before.
From geographies to behaviours, every market is different — how does Deliveroo gain a thorough understanding of new markets it’s operating in?
It, of course, all starts before launching a new market. Opening Australia was not the same as opening Italy, even if key values and some tools remain the same. We listen not only to customers but also to restaurant-owners who have a deep understanding of the market. In the second phase, the data we analyse helps to shape the offer. Nobody knew what a poke bowl was a few months/years ago, now it is available in every city we operate!
The Deliveroo customer experience is entirely online — until the order is delivered. How do you make sure the offline experience matches the online?
It is actually not entirely online. You have seen the riders in the street, you have seen flyers and many orders being picked-up in your favourite local restaurant. We are now part of the scenery in 12 countries and 200+ cities.
Of course, riders are at the heart of our model and the experience is crucial, from the kit they wear to their smile at your door. It is very much part of the values we want to convey. Same for the food packaging. We know what works best for every type of food (you don’t wrap a burger like you transport sushi). Our expertise is shared with all our partners in order to improve the experience every day.
With serious competitors emerging, what sets Deliveroo apart and how do you plan to stay ahead?
We’re not a transport company, we’re a food company. What and how we eat it is crucial for us. Bringing the best cuisines, developing new offers with Editions, sharing our favourite tips and places, it’s all part of our passion for food. The tech behind needs to convey this search for excellence. We never stand still, we always improve. That’s what makes our sector so interesting!