Deliveroo to make major change to service after £2.9bn takeover | Personal Finance | Finance
Food delivery giant Deliveroo is set to make a major expansion beyond takeaway orders by allowing customers to book restaurant tables directly through its app.
The new feature, called Deliveroo Reservations, will launch in London on Thursday and marks one of the company’s biggest service changes since its £2.9 billion takeover by US delivery group DoorDash last year.
Customers using the app will be able to reserve tables at hundreds of restaurants across the capital, including well-known venues such as Dishoom, Hide, Barrafina, Kricket and Kolae.
The move follows DoorDash’s acquisition of restaurant booking technology company SevenRooms for around £900 million last year. Deliveroo said it will integrate SevenRooms’ booking technology directly into its own platform as part of efforts to diversify its services and drive future growth.
The launch mirrors a similar push by DoorDash in the United States, where restaurant reservations were added to its platform late last year as delivery firms increasingly compete to become broader dining and lifestyle apps rather than simply takeaway services.
Initially, the reservations feature will only be available for restaurants in London, but Deliveroo confirmed plans to expand the service to other parts of the UK later this year.
Suzy McClintock, Deliveroo’s vice president for consumer and new verticals, said the company wants to help restaurants generate business both online and in person.
“This launch is about supporting restaurants to grow in new ways,” she said.
“Whether it’s a Deliveroo order or a reservation in store, we want to drive discovery, demand and revenue across every channel.
“By fully integrating SevenRooms into the Deliveroo app, we’re giving restaurants access to new customers and giving diners an easier way to discover and book some of London’s best tables – all in one place.”
Joel Montaniel, vice president and co-founder of SevenRooms, said the partnership would allow restaurants to build stronger customer relationships while giving users a more streamlined booking experience.
The expansion signals Deliveroo’s latest attempt to evolve beyond its core takeaway business amid fierce competition in the food delivery market and changing consumer habits.
