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

A decade of expansion

Price describes Deliveroo’s growth over the past decade as an evolution into a multi-vertical 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’ll find global chains, homegrown brands, supermarkets, and niche retailers,” he says. “It reflects the UAE’s diversity, fuels local business growth, and supports thousands of jobs.”

While the scale has changed, the mission has expanded alongside it. “We’re here to transform the way people shop and eat,” adds Price. “Our goal is to bring the neighbourhood to people’s doors through a reliable and premium experience that’s built on value.”

Milestones

Deliveroo’s UAE journey is punctuated by bold innovations that have redefined customer and merchant expectations. The company launched Deliveroo Editions in 2017, the country’s first cloud kitchens, enabling restaurants to expand without physical storefronts. “It completely changed the way restaurants grow,” Price notes.

In 2022, the company introduced Deliveroo HOP, its rapid grocery delivery model powered by what Price explains as smart selection tools, cutting-edge warehouse tech, and world-class logistics algorithms. The following year, Deliveroo Shopping marked the company’s move beyond F&B, offering pharmacy items, electronics, flowers, toys, gifts and more.

In 2024, Deliveroo surpassed 100 million orders delivered in the UAE, expanded its HOP and Editions footprint, and relaunched its Plus Gold Subscription. “But the story isn’t just in the numbers,” insists Price. “Our real differentiator is our push to innovate, our hyperlocal campaigns, our obsession with consumer insight, and the partnerships that move the needle for our marketplace.”

Working with government

Collaboration with UAE government entities spans safety, economic development, and social impact. “Working hand-in-hand with the UAE’s government entities is core to how we support the country’s goals,” says Price.

On rider welfare, Deliveroo collaborates with MOHRE, Dubai Police, RTA and others on safety programmes, training, and annual recognition events. “These partnerships ensure riders receive guidance and support that keep them safe on the road and valued in the community,” he explains.

Support for SMEs and Emirati-owned businesses is another priority. “By helping SMEs scale and gain visibility through Deliveroo, we support innovation and economic growth across the UAE,” says Price, pointing to partnerships with the Department 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’ve helped raise nearly AED 3 million and deliver close to 1 million meals,” says Price. “We want to create meaningful impact beyond delivery.”

Technology and data at the heart of the model

Data intelligence, automation, and innovation underpin every part of Deliveroo’s operation. “Technology has powered every chapter of our growth in the UAE,” says Price. “It’s deeply rooted in who we are.”

The company analyses millions of data points, from prep-time signals to traffic patterns to improve precision and predict demand. Tools like the NFC-enabled Rider Check-in system help cut wait times and increase delivery efficiency.

Deliveroo has also expanded its advertising solutions for brands and launched new retail categories informed by user behaviour. “When our insights showed rising demand for retail and gifting, we introduced Deliveroo Retail and Gifting,” explains Price. “It gives customers access to electronics, pharmacy items, flowers, toys and more, along with the ability to send trackable gifts with personalised cards.”

Deliveroo is thinking even further afield. “Our ‘Snack to the Future’ report explored what dining could look like in 2040 — from AI-personalised diets to 3D-printed meals,” says Price.

Understanding the UAE consumer

Price describes UAE consumers as “among the most engaged and experience-driven audiences in the world”, expecting speed, quality, and strong personalisation. The country’s cultural diversity and digital fluency shape consumption patterns across food, grocery, and retail.

“They want the flavours and products they grew up with, alongside the newest global trends,” he says. “Value, selection, and convenience are extremely important.”

Subscription loyalty also plays a major role. “That’s why we enhanced Deliveroo Plus Gold with cashback rewards, free delivery, exclusive offers, and premium care,” explains Price.

Customers also expect brands to engage with local culture. “Localised campaigns around Ramadan, National Day, Mother’s Day – these resonate deeply,” Price adds.

Reshaping how people shop

Deliveroo’s expansion into retail with Deliveroo Shopping marks a significant shift. “It was a natural evolution,” says Price. “People want seamless access to more of what they need through one app.”

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

Riders as the platform’s backbone

Rider welfare remains central to the company’s operational philosophy. “Rider safety and well-being are central to how we operate,” says Price. From comprehensive training to summer safety initiatives and rest stations, the company maintains year-round support.

Deliveroo also launched its Respect Pledge to reinforce positive interactions between riders, merchants, and customers. Engagement bonuses, events, and monthly feedback channels help ensure riders “feel heard and valued”.

Building a ‘Plus-first’ future

Subscription loyalty is at the centre of Deliveroo’s future plans. “Plus members spend around three times more than non-subscribers,” says Price. “Our strategy is to make Plus the primary way customers interact with Deliveroo.”

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

“It’s a strategic bet on long-term customer value,” says Price. “We’re building the ecosystem to support it.”

DoorDash integration accelerates Deliveroo’s next chapter

The recent acquisition by DoorDash is set to fast-track Deliveroo’s development. “Joining the DoorDash group marks a significant milestone,” says Price. “Tapping into their global scale and world-class technology is a massive opportunity.”

In the Middle East, this means accelerated progress on delivery performance, operational efficiency, and selection expansion. “Our broader vision is to shape a delivery industry that is more efficient, more innovative, and more seamlessly integrated into everyday life,” adds Price. “Being 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.