News & Analysis

Deliveroo unveils new branding as it announces Perth as 100th global market

- September 6, 2016 2 MIN READ

Less than a month on from closing a $361 million Series E round, global restaurant delivery startup Deliveroo has announced its expansion into Perth, its 100th city, and unveiled new branding.

Perth is the fourth Australian market for the startup, which expanded into Brisbane in April after six months in Sydney and Melbourne.

Levi Aron, Deliveroo’s country manager in Australia, said Perth is an “extremely exciting city” for the startup, with “an incredibly dynamic dining scene”. The service will be launching with 45 partner restaurants in the city, with a number of national chains already working with Deliveroo also partnering up in Perth.

“The restaurant supply is great and the consumers are very switched on with tech. It’s somewhere we’ve been looking to go for a while but we’ve wanted to solidify what we’re doing in Sydney, Melbourne, and Brisbane to make sure what we’re doing there is in good order because, working in Perth, there are time differences and other variables you’ve got to take into consideration,” Aron explained.

Originally the time difference was seen as a negative, Aron said, but then the startup realised working with it will also open up new opportunities: given that Perth is two hours behind the east coast and Deliveroo’s support team works out of Melbourne, servicing Perth until last orders at 10.30pm will mean that delivery will also now be available in Melbourne, Sydney, and Brisbane until 12.30am.

With over 1,400 restaurants on board in Australia and 16,000 globally, Deliveroo has also unveiled a rebrand developed with branding agency DesignStudio to “stand out and make a mark”, Aron said.

Deliveroo's new rider uniforms

Deliveroo’s new rider equipment

As well as a new logo, at the core of the rebrand is new equipment for Deliveroo’s riders designed in collaboration with road safety organisation Brake. To ensure the safety of riders, the new equipment is bright and made of hyper-reflective material.

“We keep very close connections with our riders and ask them questions, what’s important to them, what makes riding for Deliveroo something they want to do? They’re riding for different reasons and we want to know them, and what comes out of that is that because they’re riding at night they want to feel safer and know they can be seen from far away,” Aron said.

Keeping riders safe and happy has been a focus for the startup of late – rider contracts have been in the news over the last few months locally, with the AFR reporting in August that law firm Maurice Blackburn was collecting evidence from Deliveroo and Foodora riders who claim mistreatment to file a test case or a potential class action under the Fair Work Act.

In the UK, meanwhile, Deliveroo riders organised a strike to protest a new pay structure that would see their original rate of £7 per hour plus £1 per delivery reduced to £3.75 per delivery.

In Australia Deliveroo drivers are most often paid $17.70 per hour plus $3 per delivery or a flat fee of $10 per delivery.

Promoting rider safety and happiness will continue to be core to the startup as it looks to expand into and service new areas. Aron said two new Australian cities are expected to launch by the end of the year, while its RooBox container kitchens will begin rolling out around suburban Sydney and Melbourne in the coming months.

Image: Levi Aron. Source: Supplied.