​Deliveroo Bolsters Its Arsenal with Non-Food Deliveries

Deliveroo, renowned for its convenient food delivery service, is diversifying its offerings, introducing a new dimension to its platform. In a strategic move to cater to the evolving needs of its customers, Deliveroo is expanding its instant delivery service to include non-food products. This transformation allows customers to seamlessly order essentials like screws alongside their favourite lunchtime burger, redefining convenience like never before.

Sam Saunders, CC BY-SA 2.0, via Wikimedia Commons

The journey began with Deliveroo's expansion into grocery delivery just before the onset of the pandemic. They've unveiled a dedicated shopping section within their app, opening up a world of possibilities. The options are vast, from medicines to toys and tools.

What sets this apart is Deliveroo's innovative approach to personalisation. Users can search for items tailored to specific occasions, such as birthdays. The app's algorithm scours a multitude of retailers' products and curates a selection that aligns perfectly with your needs.

Will Shu, the founder and CEO of Deliveroo, emphasised the company's identity, stating, "I always remind people that our name is not Fooderoo, it's Deliveroo. We've always thought of ourselves as a neighbourhood business." This expansion aims to integrate high street merchants into their ecosystem, bridging a crucial gap.

Several supermarkets, including Waitrose, Sainsbury's, and Morrisons, have expanded their product offerings on the app. Boots, for instance, is introducing an extended Christmas gifting range. Screwfix, the leading DIY tool retailer, has partnered with Deliveroo, making hundreds of its products available for instant delivery through the app.

This news is welcome for Deliveroo since it lost KFC as a supplier on their app.

Max Britten, Managing Director of Screwfix UK, expressed their commitment to convenience, stating, "We pride ourselves on being convenient for customers, and this gives us a new opportunity to support them with products when they need them."

Deliveroo's foray into non-food shopping is a direct response to customer demand. Searches for non-food items on the app have been on the rise, with 71,000 monthly searches for pet products and 320,000 searches for beauty products.

Do you think this is a positive move, or could it strain their service?