Deliveroo marks 10 years in the UAE: A decade of growth, innovation, and local impact

Ten years of expansion

Price describes Deliveroo’s growth over the past decade as the evolution of a virtual platform that connects people to everything they love. From humble beginnings, Deliveroo now operates in Dubai, Abu Dhabi, Sharjah, Al Ain, Ajman, and Ras Al Khaimah.

“What started as a food delivery app has evolved into a platform where you will find international chains, local brands, supermarkets, and supermarkets,” he said. “It reflects the diversity of the UAE, fuels the growth of local businesses, and supports thousands of jobs.”

While the scale has changed, the mission has grown alongside it. “We are here to change the way people shop and eat,” added Price. “Our mission is to bring living space to people’s doorsteps through reliable and high-quality information built on value.”

A milestone

Deliveroo’s UAE journey has been marked by bold innovations that have redefined customer and retailer expectations. The company launched Deliveroo Editions in 2017, the country’s first cloud kitchens, which allow restaurants to grow outside of physical store locations. “It has completely changed the way restaurants grow,” noted Price.

In 2022, the company is launching Deliveroo HOP, its express grocery delivery model powered by what Price describes as smart picking tools, warehouse tech, and world-class logistics algorithms. The following year, Deliveroo Shopping marked the company’s move beyond F&B, offering pharmacy products, electronics, flowers, toys, gifts and more.

By 2024, Deliveroo surpassed 100 million orders delivered in the UAE, expanded its HOP and Edition locations, and relaunched its Gold Plus Subscription. “But the story is not just about the numbers,” insisted Price. “Our real difference is our push for innovation, our hyperlocal campaigns, our passion for consumer insight, and the partnerships that move the needle of our market.”

Working with the government

Collaborations with UAE government agencies include security, economic development, and social impact. “Working in partnership with UAE government agencies is central to how we support the country’s goals,” said Price.

For passenger welfare, Deliveroo collaborates with MOHRE, Dubai Police, RTA and others on safety programs, training, and annual recognition events. “This partnership ensures that passengers receive guidance and support to keep them safe on the road and are valued in the community,” he explained.

Support for SMEs and Emirati-owned businesses is another priority. “By helping SMEs to scale and become visible through Deliveroo, we are supporting innovation and economic growth across the UAE,” said Price, pointing to the partnership with the Ministry of Economy and Tourism and the Emirates Entrepreneurs Association.

Deliveroo also partners with Emirates Red Crescent, UAE Food Bank, MBRGI and others to address food insecurity. “Together, we helped raise almost AED 3 million and delivered almost a million meals,” said Price. “We want to create meaningful impact without delivery.”

Technology and data at the heart of the model

Data intelligence, automation, and innovation underpin every aspect of Deliveroo’s operations. “Technology has powered every chapter of our growth in the UAE,” said Price. “It’s very much about who we are.”

The company analyzes millions of data points, from early-morning signals to traffic patterns to improve accuracy and predict demand. Tools like an NFC-enabled check-in system help cut wait times and increase delivery efficiency.

Deliveroo is also expanding its product advertising solutions and introducing new retail channels informed by user behavior. “When our data shows a growing demand for retail and gifting, we launch Deliveroo Retail and Gifting,” explained Price. “It gives customers access to electronics, pharmacy items, flowers, toys and more, as well as the ability to send trackable gifts with personalized cards.”

Deliveroo thinks far ahead. “Our ‘Snack to the Future’ report explored what food might look like in 2040 – from AI-powered food to 3D-printed food,” Price said.

Understanding the UAE consumer

Price describes UAE consumers as “among the most engaged and information-driven audiences in the world”, who expect speed, quality, and strong personalization. The country’s cultural diversity and digital fluency are driving consumption patterns across food, grocery, and retail.

“They want the flavors and products they grew up with, as well as new global styles,” he said. “Value, choice, and convenience are paramount.”

Subscription loyalty also plays a big role. “That’s why we’ve developed Deliveroo Plus Gold with cashback rewards, free delivery, special offers and premium care,” explained Price.

Customers also expect products to interact with local culture. “Local campaigns around Ramadan, National Day, Mother’s Day – it’s very impactful,” added Price.

Reshaping the way people shop

Deliveroo’s expansion into retail with Deliveroo Shopping marks a major change. “It was a natural evolution,” Price said. “People want seamless access to most of what they need through a single app.”

He believes that the UAE’s high digital expectations make it important for platforms to deliver a unified experience. “Whether it’s ordering dinner, a bouquet of flowers, or a charger, customers want the same level of reliability and care.”

Passengers as the backbone of the platform

Passenger welfare remains at the core of the company’s operating philosophy. “Passenger safety and well-being is paramount to the way we operate,” said Price. From comprehensive training to summer safety programs and relaxation stations, the company maintains year-round support.

Deliveroo has also launched the Respect Pledge to strengthen positive interactions between riders, retailers and customers. Engagement bonuses, events, and monthly feedback channels help ensure riders “feel heard and valued”.

Building a future ‘First’

Subscriber loyalty is central to Deliveroo’s future plans. “In addition, members spend about three times more than non-members,” said Price. “Our strategy is to make Plus the primary way customers interact with Deliveroo.”

With benefits including free delivery, 10% credit back, on-time guarantee, and premium care, the company aims to be a “First” business by 2026.

“It’s a significant bet on long-term customer value,” Price said. “We’re building an ecosystem to support it.”

The DoorDash integration accelerates Deliveroo’s next chapter

The recent acquisition of DoorDash is set to accelerate Deliveroo’s growth. “Joining the DoorDash team marks a significant milestone,” said Price. “Tapping into their global scale and world-class technology is a huge opportunity.”

In the Middle East, this means rapid progress in delivery efficiency, efficiency, and increased choice. “Our overarching vision is to shape a delivery industry that is highly efficient, innovative, and seamlessly integrated into everyday life,” added Price. “Being a part of DoorDash gives us the momentum to get there faster.”

As Deliveroo enters its second decade in the UAE, the company’s ambitions show no sign of slowing down.