Deliveroo to make major change to service after £2.9bn takeover | Personal Finance | Finance
Food delivery giant Deliveroo is preparing for a major expansion beyond takeout 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 biggest service changes since the company was acquired by US delivery group DoorDash for £2.9bn last year.
Customers using the app will be able to book a table at hundreds of restaurants in 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 would integrate SevenRooms’ booking technology directly into its platform as part of efforts to diversify its services and drive future growth.
The launch echoes a similar move 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 just takeout services.
Initially, the booking feature will only be available for restaurants in London, but Deliveroo has confirmed plans to expand the service to other parts of the UK later this year.
Suzy McClintock, Deliveroo’s vice president of 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,” he said.
“We want to drive discovery, demand and revenue across every channel, whether it’s a Deliveroo order or an in-store booking.
“By fully integrating SevenRooms into the Deliveroo app, we are enabling restaurants to reach 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 will allow restaurants to build stronger customer relationships while providing users with a more streamlined booking experience.
The expansion signals Deliveroo’s latest attempt to expand beyond its core takeaway business amid fierce competition in the food delivery market and changing consumer habits.
