With the recent launch of Deliveroo in the UK, we will work with other restaurant delivery aggregators to study the Australian Deliveroo business to understand the impact on them and Australian restaurants in the next 12 months.
The opening performance was poor on the day of listing, and the stock price closed at 287.45 points, lower than the issue price of 390 pence.Worried already Records on labor practices Deliveroo and other restaurant takeaway aggregators are used, but we think there may be more fundamental reasons that caused them to get into trouble.
Deliveroo in Australia seems to be a zombie company in the restaurant industry and refuses to die.We have talked about how Deliveroo will finish fourth in Australia’s 2 horse race, And the situation does not seem to have changed.
Deliveroo opened in Australia in 2015, ahead of Uber Eats, but was quickly surpassed by its larger competitors. It was able to surpass Delivery Hero and Delivery Hero was forced to leave Australia and found that operating here is unsustainable. Given the size, the small number of high-density living cities (to provide a larger market within a timely delivery radius) and the difficulty of building a three-sided market, Australia is likely to be enough to accommodate 2 delivery aggregators, and maybe only one, given that it comes from Domino’s Pizza Huge competition.
Deliveroo’s risks in Australia
This is a list of key risks that we believe Deliveroo sees in Australia. Many of these risks still exist in other markets.
Lose big customers
Domino’s Pizza is the king of food delivery in Australia, with very, very strong brand awareness, delivery capabilities, and a strong legal (imperfect, but strong) employment framework. It may only be a matter of time before chains such as McDonald’s, Hungry Jacks and KFC seek to establish their own delivery networks. This will become critical as they develop a customer relationship model and begin to examine the risks of vertical integration and customer data about restaurant customers collected by aggregators.
Uber in the UK Recently, their driver employment agreement has encountered setbacks. This has not yet flowed into Uber Eats, but we believe that now we need to look more closely at takeaway passengers to see if they are really independent contractors. In multiple jurisdictions, employee status faces multiple challenges.
Some governments have also seen that “gig” workers are replacing full-time and part-time workers because restaurants see that it is easier and cheaper to hire delivery men, so they fired their delivery teams. If Deliveroo is forced to pay minimum wages and benefits, this will greatly increase costs, which is a cost for companies that have already lost a lot of cash.
As more and more investors, especially super fund investors, pay attention to issues such as the environment, social welfare and ethics, more investors will pay attention to the impact on restaurants, rising customer prices, and the negative society that pays less than incentive wages influences. We think this will lower the valuation of restaurant takeaway aggregators.
DoorDash’s entry into Australia in 2019 has puzzled many industry experts. The market is obviously not enough to accommodate 4 or even 3 competitors, but what is more confusing is the ability of DoorDash to surpass Deliveroo and drop it to fourth place. This is obviously unsustainable-Deliveroo did not publish national data in its annual report, but according to rumors of restaurant owners, Deliveroo did not perform well and customer popularity declined. Trying to create a three-sided market with riders, restaurants, and customers is extremely difficult. Winners benefit from the network effect of more customers, riders, and restaurants—people at the bottom are struggling very hard. This is what is happening in Deliveroo.
The chart below highlights the lack of progress with Domino’s Pizza, Australia’s number one restaurant delivery company. As chains such as McDonald’s, KFC and Hungry Jacks hope to replicate the customer experience and profitability of operating their own distribution teams, we see that competition will only become more intense.
A fundamentally unprofitable business model
Deliveroo managed to reduce its loss as a percentage of revenue from 48% to 41% in 2019. This is still a fundamentally unprofitable business model.
The restaurant has the opportunity to be equipped with double or triple hat delivery staff, who also work in the front and back offices. The potential requirement to pay appropriate wages and benefits may mean that the delivery aggregator model will never be profitable primarily. In addition to this, there is also loss of customers, because excellent restaurants focus on “order and save” activities, and we believe that this model may never be profitable.
food Last financial data released Only the Australian business has a value of £46. Deliveroo UK seems to need to provide £20,338,346 in 2019 to keep the Australian business running normally. This is the greatest contribution of all overseas businesses. Deliveroo is probably the worst performing company in the group. As the company is now listed, more attention will be paid to profitability, so we think there is greater incentive to repair the Australian business or close it.
Change public attitude
Many consumers still don’t know that Deliveroo changed 35% of its commission to restaurants. Regardless of whether the restaurant has passed or has incurred the cost, most consumers think it is unfair and they are usually very sensitive or “Order directly and save‘Activity. This enables restaurants to retain high-margin customers with lower customers and provide customers with lower costs. For price-conscious customers, they want to be able to order directly from the aggregator.
Deliveroo focused on their innovations on their website, one of which is its Deliveroo Editions kitchen.We think these Dark kitchen Represents a basic risk in the catering industry, because Deliveroo wants to vertically integrate their business, using data about customer needs and purchasing patterns to provide their own dark kitchen, cooking food, and chefs may pay piece rates.
One of Deliveroo’s innovations is the ability to pay less than the reward salary, which is nothing to be proud of. Deliveroo says it provides flexibility to its employees. If you are a bicycle rider who wants to train 20 hours a week, then the worker as a delivery rider is excellent. If you are trying to find a job and delivering to Deliveroo is your only option, then it is not really flexibility, it is more about the final job.This is where the claim is made The future of dystopia There is a basis for them.
Order directly and save
More and more restaurants are carrying out “direct order and saving” activities, either to promote customers to pick up the goods, or use their own delivery team to provide services to customers. This is not a big step for a restaurant that has a Pizza restaurant that has been providing takeaway services for more than 60 years.
Many restaurants are now using their POS system or Restolo Promote customer orders, either only pick up the goods, or deliver the goods, or both, to increase profit margins, loyalty and customer buying frequency.
If you are working hard to make your restaurant profitable when working with a takeaway aggregator, please listen to our Online order profitability podcast. These 2 episodes are very popular with thousands of restaurant owners around the world, who listen to and use these intensively discussed tips and tricks to improve profitability.you can also Contact the team Or sign up for Restolo. We help restaurants find new customers and turn them into repeat customers, and online ordering is a large part of this. We have created millions of dollars in orders for restaurants all over the world.
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