This article is an extract from LegalVision’s Online Business Manual. Download the full Manual here.

 

Ensuring you’ve fit your product to your market is the key to knowing how to sell your product. Deliveroo has managed to reach that with 16,000 restaurants using their platform, 20,000 riders, 200 cities and across 12 countries. Levi Aron, Country Manager at Deliveroo, explains hyperlocal marketing and the importance of choosing the right partners and perfecting customer experience.

How to Reach Product/Market Fit

Deliveroo was founded in 2013 to shake up the online on-demand food delivery space. We launched in the Australian market in November 2015, and have since expanded into nine Australian cities. In achieving our rapid growth, there are three key lessons online business owners and founders can apply from Deliveroo’s expansion efforts.

1. Think hyperlocal marketing

Australia is a foodie nation, and Deliveroo has played an integral role in changing the way Australians think about food.

Hyperlocalising our marketing was key to tapping into the Australian market. Hyperlocal means that we work with restaurants in the area to market Deliveroo. Instead of a generic Facebook ad that says ‘Get food delivered’, our campaigns say ‘Get a burger from Bondi Relish delivered in 10 minutes’.

Think about how you can geotarget your customer base to personalise the experience and make them more likely to choose your service.

2. Carefully choose your partners

We partner with restaurants that do not have existing delivery services, giving them everything they need to provide one, from drivers to a logistics platform. We are committed to ensuring the food delivery experience is second-to-none — if a delivery takes longer than ten minutes, the food quality suffers greatly, and that ruins the customer experience.

In Australia, the app will only show restaurants in a 2.5km radius. Doing this allows us to focus on building meaningful relationships with our partner restaurants and helps get their name out there. Be strategic about choosing your partners. Their success is your success. Invest time in building meaningful partnerships early on.

3. Don’t forget the customer experience

I have made hundreds of orders using Deliveroo’s platform. Nothing beats receiving your favourite meal at your front door after a few taps on your phone. An exceptional customer experience has been key to our success. In the UK, we achieved our first million orders, not because of paid marketing, but largely through word-of-mouth and focusing on the customer experience. From the second a customer opens the mobile app, to the moment their meal arrives, every interaction should reinforce the brand and experience.

Remember to think about the customers you want to attract. Do you want to distribute coupon codes and attract one off bargain hunters? Or build a loyal customer base that returns on a regular basis and interacts with your brand? Communicate with your customers honestly about your service or product — this is more important than achieving short-term wins.

 

This article is an extract from the ‘Setting Up Your Online Business’ chapter in LegalVision’s Online Business Manual. Read the full chapter here.

 

If you have any questions about starting and growing your business online, or your legal obligations when marketing on social media, you can contact LegalVision’s online business lawyers by calling 1300 544 755 or filling out the form on this page.
Ursula Hogben
If you would like further information on any of the topics mentioned in this article, please get in touch using the form on this page.
  • We will be in touch shortly with a quote. By submitting this form, you agree to receive emails from LegalVision and can unsubscribe at any time. See our full Privacy Policy.
  • This field is for validation purposes and should be left unchanged.
If you would like to receive a free fixed-fee quote for a legal matter, please get in touch using the form on this page.
  • We will be in touch shortly with a quote. By submitting this form, you agree to receive emails from LegalVision and can unsubscribe at any time. See our full Privacy Policy.
  • This field is for validation purposes and should be left unchanged.

Privacy Policy Snapshot

We collect and store information about you. Let us explain why we do this.

What information do you collect?

We collect a range of data about you, including your contact details, legal issues and data on how you use our website.

How do you collect information?

We collect information over the phone, by email and through our website.

What do you do with this information?

We store and use your information to deliver you better legal services. This mostly involves communicating with you, marketing to you and occasionally sharing your information with our partners.

How do I contact you?

You can always see what data you’ve stored with us.

Questions, comments or complaints? Reach out on 1300 544 755 or email us at info@legalvision.com.au

View Privacy Policy