Deliveroo is a UK based start up company which began as a dream: Introduction To Human Resource Management Coursework, SUSS, Singapore, Singapore

Company Overview

Deliveroo is a UK based start up company which began as a dream at co-founders Will Shu and Greg Orlowski office desks in 2013. It is a delivery service application (app) that operates with restaurant partners to deliver meals to customers via its riders. The customer orders a meal via the Deliveroo app, that is accepted by the restaurant partner. Riders are able to view incoming order requests by customers in their area, which they can accept or decline, once accepted the driver is responsible for picking up and subsequently delivering the order, all managed via the app. With the tagline “Order high-quality takeaway online from top Singapore restaurants, fast delivery straight to your home or office.” (Deliveroo, 2019). Deliveroo pride itself on the flexibility it offers both customers and riders and reiterates the choice on behalf of the rider.

The company has faced a number of issues during its growth period where it has expanded into over 500 cities in 14 countries across the world. Following significant funding from Amazon in 2019 the company intends to continue growing.

HR Trend

Deliveroo is one company who work within the ‘gig economy’ (Kalleberg and Dunn, 2016) in that its riders are not classified as ‘employees’ of the company. Rather, Deliveroo treats its employees as ‘contractors’ meaning that they are essentially self-employed. Deliveroo refers to their riders as ‘independent contractors’ as they are paid by the job.