Online Food Delivery Shakeup: Deliveroo Launches Marketplace+

Natasha Sholl By Natasha Sholl | 06 Sep 2018

Food delivery companies disrupted the Australian hospitality space, but now Deliveroo is set to disrupt that model yet again.

Deliveroo has today announced the launch of its new service, Marketplace+, in Australia. The service will allow restaurants with their own delivery capabilities to fulfil orders using their own drivers through the platform.

The company believes that expanding its fulfilment options will double the number the number of restaurants on the platform from 6,000 to over 12,000 by the end of the year. Restaurants will be able to use their own fleet or to utilise one of Deliveroo’s 6,500 drivers.

Deliveroo Australia Country Manager Levi Aron said that the launch will “offer customers a greater choice of restaurants, at a greater range of prices, while continually improving service.”

“Our ambition is to become the definitive food company and this is a vital part of achieving that aim,” Aron added.

The company claims that Marketplace+ will lead to an increase in restaurant sales, providing a boost to the hospitality industry as well as increase the work available to delivery riders.

There is no doubt that the demand for food delivery has increased and companies like Deliveroo and Uber Eats have completely shaken up the hospitality model in Australia. These companies currently charge restaurants approximately 30 percent commission on sales for all delivery orders. It is unknown what commission will be charged to restaurant partners who receive orders through Marketplace+ and utilise their own fleet. This new model is a positive for restaurants who can now balance the demand for delivery, changing consumer expectations and profitability.

Rival food delivery company Foodora last month entered into voluntary administration after announcing its intentions to pull out of the Australian market.

“Deliveroo continues to seek new ways to offer Australian consumers and restaurants improved services,” Aron explained. “This service will allow Australian restaurants to fulfil more orders at times of high customer demand and extend the times that they can offer delivery services, meaning more amazing food will be available to more people more often.”

First launching in the UK in June, Marketplace+ has recently been rolled out in France, Italy, Netherlands and Belgium and will be a part of its core-service across the markets it operates in. The expansion to Australia also means that the company can scale its services, opening up to areas Deliveroo currently does not reach, playing a huge role in its growth. Currently, Deliveroo is available across ten Australian cities, including most capital cities as well as regional centres such as Geelong and Wollongong.

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