Deliveroo’s marketing pays off as total orders jump 70% in 2021

Deliveroo has hailed an “extraordinary year,” growing its total UK orders by 70% to £6.63bn at its Q4 results.

Deliveroo reported a 71% increase in its UK gross transactional value (GTV) for the year and international orders up 74% year-on-year. Chris Daly, chief executive officer at the Chartered Institute of Marketing, said Deliveroo’s impressive results “demonstrate how its works to increase brand awareness through partnerships and technology innovations is now paying off.”

Sales in its final quarter grew by 42% GTV to £80.8m, boosted by the spread of the Omicron variant forcing consumers to cancel restaurant bookings and order in. The company statement resulted in a 4p rise in share price following the trading update to 173.5p.

Its chief executive Will Shu said: “Despite a challenging backdrop, we continued to strengthen our customer proposition, widen our customer base and execute against our strategy.”

The close of 2021 marked a full year since agency Pablo took on its account. Marketing highlights include the launch of the ‘Food. We get it’ brand platform in the spring, 3D out-of-home (OOH) campaigns and new features to personalize the customer experience.

The pandemic has seen an explosion in competing delivery brands, from Getir and Zapp to Weezy, Dija and Gorillas. Deliveroo was quick to invest in the space, partnering with supermarkets and launching Deliveroo Hop in October in coalition with Morrisons.

“The company’s expansion into offering on-demand groceries has successfully seen the brand transition away from just a takeaway service to a one-stop essentials shop,” Daly said. “This move has boosted sales during a time of day when takeaways are less popular and in a period where people have been reluctant to visit shops due to Covid restrictions.”

According to Daly: “Deliveroo appears to have staved off competition – but it’s no doubt that they are hot on its tail.”

Daly also praised Deliveroo’s sustainability credentials, referencing a partnership with the e-bike startup HumanForest and Veganuary incentives. These have “kept the brand top of mind for its eco-conscious customers,” Daly said.

He urged Deliveroo to “continue to invest in its marketing campaigns and partnerships to keep its brand awareness high.”