Deliveroo is expanding beyond takeaway orders with a new feature allowing customers to book restaurant tables directly through its app. Called Deliveroo Reservations, the service launches in London on Thursday and represents one of the company's biggest changes since its £2.9 billion takeover by US delivery group DoorDash last year.
The move follows DoorDash's acquisition of restaurant booking technology company SevenRooms for around £900 million. Deliveroo said it will integrate SevenRooms' booking technology into its own platform as part of efforts to diversify its services and drive future growth.
Initially, reservations will be available at hundreds of restaurants across the capital, including Dishoom, Hide, Barrafina, Kricket and Kolae. Deliveroo confirmed plans to expand the service to other parts of the UK later this year.
The launch mirrors a similar push by DoorDash in the United States, where restaurant reservations were added to its platform late last year. This reflects a broader trend among delivery firms as they compete to become more comprehensive dining and lifestyle apps.
Suzy McClintock, Deliveroo's vice president for consumer and new verticals, said the company aims to help restaurants generate business both online and in person. “Whether it's a Deliveroo order or a reservation in store, we want to drive discovery, demand and revenue across every channel,” she said. Joel Montaniel, vice president and co-founder of SevenRooms, added that the partnership would allow restaurants to build stronger customer relationships while providing a streamlined booking experience for users.
