May 13, 2025•28 min read

Deliveroo 101: The Essential Guide for Restaurants in the UAE

Introduction

Deliveroo is one of the most popular food delivery platforms in the UAE, offering restaurants access to a large, loyal customer base and a wide range of promotional tools. Whether you’re a well-known brand or an up-and-coming restaurant, Deliveroo can help you grow orders, build brand awareness, and target specific customer segments with precision.

In this guide, we’ll walk you through how Deliveroo works, the types of discount campaigns available, and how to make the most of their marketing and advertising features.

How Deliveroo Works

Deliveroo functions as a full-service aggregator, connecting customers with restaurant partners and offering seamless logistics support. Here's the flow:

  • Customer Places Order – Users browse the Deliveroo app or website, select their meals, and place orders.
  • Order is Received & Prepared – Restaurants receive orders in real-time and begin preparation.
  • Order is Delivered – Deliveroo’s own fleet typically handles delivery.
  • Payments Processed – Customers pay online, and restaurants are paid by Deliveroo after deducting commissions.

Why Join Deliveroo?

Deliveroo provides numerous benefits to restaurant partners:

  • Large User Base – Get access to a loyal and hungry customer base that orders frequently.
  • Flexible Discount Campaigns – Choose from a variety of discount types to suit your goals.
  • Reliable Delivery Network – Leverage Deliveroo’s logistics to reduce operational overhead.
  • Customer Targeting Tools – Promote to specific groups like new, lapsed, or Deliveroo Plus users.
  • Strong Brand Association – Get featured in well-known campaigns and curated promotions.

Deliveroo Discount & Promotional Campaigns

Basket-Level Campaigns

  • Discount % (Basket Level) – Offer a percentage discount with customizable minimum order value (MOV) and cap. Commission applies on gross revenue.
  • New User Discount % – Attract first-time customers with exclusive discounts. Targeted and tracked. Commission on gross applies.
  • Lapsed User Discount % – Re-engage customers who haven’t ordered in 60+ days with tailored discounts.
  • Deliveroo+ Discount – Special discounts for Deliveroo Plus members to build loyalty. Targeted and commission-based.
  • Tasty Thursday – A one-day discount campaign every Thursday. 30% off capped at AED 30.
  • Cuisine Week – Themed campaign during the first week of each month. Basket or item-level. Coordinate with Account Manager.
  • Flash Sale – Monthly campaign during the third week. Basket or item-level. High visibility, limited-time offer.
  • Rewards Campaign – Users get AED 30 cashback after placing four orders. Great for driving repeat business.
  • Free Item – Include a free item on qualifying orders based on MOV. Drives up perceived value.
  • Free Delivery – Restaurant absorbs AED 7–8 delivery fee to make ordering more attractive. Great for boosting conversions.

     

Targeting Options

  • New Users – Discounts only apply to first-time customers of your restaurant.
  • Lapsed Users – Discounts targeted at users who haven’t ordered for at least 60 days.
  • Deliveroo Plus Users – Engage loyal subscription-based customers with exclusive offers.

     

Pro Tip: Use a combination of free delivery and new user campaigns to increase both conversion rate and long-term retention.

Advertising & Visibility Tools

Paid Visibility Campaigns

  • CPC Campaigns – Inorganic restaurant placement at the top of search results. Minimum bid: AED 1. Minimum budget: AED 30. Cost-effective for boosting visibility.
  • Banner Placement – Get featured in curated banners across the app. Reach out to your Account Manager for availability and pricing.
     

Pro Tip: Combine a Flash Sale or BOGO campaign with CPC bidding to boost both visibility and conversions simultaneously.

Getting Started

Participating in Deliveroo’s campaigns is easy and opt-in. Work with your Account Manager to:

  • Select discount types aligned with your goals (growth, re-engagement, etc.)
  • Participate in platform-wide promotions like Tasty Thursday or Flash Sale for extra visibility.
  • Track and analyze performance via growdash’s dashboard.