Deliveroo

The Challenge

In Singapore's competitive delivery scene, Deliveroo significantly trailed its more established competitors Grab and FoodPanda. Perceptually, Deliveroo had come to be viewed as the “expat” app with premium pricing. The reality is that Deliveroo was often cheaper than its competitors.

The Strategic Approach

While competitors had carved clear perceptual spaces in the minds of Singaporeans as the “All in one super App” (Grab) and the “Gamified discount app” (FoodPanda) - Deliveroo had yet to take a clear stand.

My strategy honed in on the fact that both competitors made users jump through hoops to redeem discounts and vouchers only to be left short changed and footing the bill anyway by the end of the transaction. FoodPanda in particular was called out for false advertising by the Competition and Consumer Commission of Singapore.

The strategy positioned Deliveroo as the “unexpectedly simple” antidote to the complexity of the category.

The Result

An integrated campaign that resonated across social media and resulted in improved brand preference scores relative to competitors at the end of 2024. The success of these results, coupled with my astute insight into the market and the clients’ needs led to my strategic thinking redefining their overall brand positioning strategy in South East Asia, the first of its kind outside of their UK mother brand.