Oxford Brookes Business School - Digital Marketing Plan for Deliveroo

This digital marketing plan outlines strategies for Deliveroo to increase Gen Z followers on TikTok by 20%, boost app downloads by 15%, and grow Deliveroo Plus memberships by 10%. It includes reaching the audience, converting leads to customers, engaging with fans, and measuring performance.

MARK 5010
Digital Marketing Plan
Semester 2 2023-24
Student Number 19208457
Oxford Brookes Business School

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Contents
Contents ..........................................................................................................................2
Executive Summary...................................................................................................... 3
Introduction ................................................................................................................... 4
Goals and Strategy ....................................................................................................... 5
Reaching the Audience ................................................................................................ 8
Prompting interactions, subscribers lead ................................................................... 10
Converting leads to fans............................................................................................. 12
engaging with fans ...................................................................................................... 13
Implementing and measuring performance ............................................................... 15
References.................................................................................................................. 17
APPENDICES ............................................................................................................. 19

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EXECUTIVE SUMMARY
This marketing plan provides an overview of Deliveroo's digital marketing activities for
the next 12 months. Key objectives include increasing Gen Z followers on TikTok by
20%, boosting app downloads by 15%, and growing Deliveroo Plus memberships by
10%. Strategies entail launching interactive content, social media campaigns, and
referral incentives. Measurement focuses on Gen Z follower growth, app downloads,
membership sign-ups, and referral code redemptions. Additionally, the plan aims to
increase first purchases by 10% and new Deliveroo Plus memberships by 10%; key
performance indicators such as TikTok follower growth rate, app download growth
rate, first purchase conversion rate, and Deliveroo Plus membership growth rate will
be monitored to track progress. Cost per Click (CPC) will also be used to assess the
effectiveness of advertising efforts. By aligning strategies with the RACE model and
focusing on customer engagement, Deliveroo aims to achieve its growth objectives
within the specified timeframes.

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INTRODUCTION
Deliveroo is a British online food delivery company founded by Will Shu and Greg
Orlowski in 2013 in London, England. Today, Deliveroo operates a hyperlocal three-
sided marketplace, connecting local consumers, restaurants and grocers (Deliveroo,
n.d.). The company partners with local restaurants to deliver restaurant-quality meals
straight to customers' doors. The company's user-friendly app allows customers to
browse menus, place orders, and track their deliveries in real-time.
This digital marketing plan aims to strengthen the brand's position in the marketplace,
mainly focusing on the Generation Z demographic in the UK. The plan will detail
targeted marketing strategies, brand messages, suitable promotional tools, and ethical
considerations to achieve growth objectives within a one-year timescale. The aim is to
enhance the Deliveroo brand experience for Generation Z customers, thereby
boosting membership and conversion rates.

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Goals and Strategy
Deliveroo priorities speed and reliability, ensuring that orders are delivered quickly and
efficiently. Deliveroo's Unique selling point is that they offer a wide selection of food
from various restaurants. Depending on the location, Deliveroo also specialises in
partnering with local restaurants and well-known chains. However, Uber Eats, for
instance, benefits from its integration with the more giant Uber, offering convenience
through the combined ride and food deals. Deliveroo does not provide this feature.
Deliveroo's app features live order tracking, allowing customers to monitor the
progress of their delivery in real-time. This transparency gives customers visibility into
their orders' status and estimated delivery time.
Competitor analysis
Deliveroo competes with major players like Uber Eats, Eat, and DoorDash, as
Jefferson (2022) outlined. Deliveroo maintains an active social media presence across
platforms, boasting 2552 followers on Facebook, 121K on Instagram, 77.2K on Twitter,
77.1K on Twitter (n.d.) and 37.4 K on TikTok. However, unlike rivals like Eat, Uber
Eats, and Domino's, Deliveroo encounters formidable competition. Just Eat, for
instance, dominates a considerable market share with its extensive range of cuisine
choices and expansive geographic coverage. When benchmarking against
competitors like Uber Eats and Domino's, Deliveroo faces stiff competition, each
capitalising on unique marketing strategies. Just Eat captures a significant market
share with its diversified cuisine options and superior geographic reach.

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The Table Below shows Deliveroo's competitor’s analysis and benchmark for
engagement on each competitor on social media:
Instagram Twitter Tiktok Youtube
Deliveroo 121K
0.37%
77.1K
4.71%
37.4K
441.1k likes
9.86K
1.85%
Justeats 81.2k 142.2K 57.8K
1M likes
27.6K
Ubereat 573k
0.86%
18.8K 44.6K
8,763 likes
311K
1.41%
DoorDash 292K
0.09%
233.3K 116.5K
1.5M
64.1K
0.92%
Deliveroo's target demographic in the UK, according to Beresford Research (2024),
comprises individuals aged 18-34, with a slight male majority of 53.57% and 46.43%
female. Appendix 1 shows Molly Brown, a 20-year-old student residing in Leeds who
works part-time as a barista. With a modest income and a busy lifestyle due to her
studies and extracurricular activities, Molly, like many in Generation Z, relies on
Deliveroo for convenient meal delivery. Molly's preferences align with broader Gen Z
trends, as indicated by her engagement with social media platforms like TikTok and
Instagram, as reported by Statista (2022). This demographic insight underscores the
importance of targeting platforms popular among Gen Z, such as TikTok and
Instagram, to effectively reach and engage with Deliveroo's target audience. By
understanding and catering to the needs and behaviours of individuals like Molly,
Deliveroo can tailor its marketing strategies to resonate with this demographic, driving
brand awareness and customer acquisition within the specified market segment.

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Race model table for Objective
CUSTOMER
STAGE
PRE-PURCHASE PURCHASE POST-
PURCHASE
RACE Model REACH ACT CONVERT ENGAGE
OBJECTIVES By October
30th, 2024,
increase the
Gen Z followers
on deliveroo's
social media
platforms,
specifically
TikTok, by
20%
By January
30th, 2024,
app
downloads
will increase
by 15%.
Increase first
Purchase by
10 %
By August
31st 2024
Increase the
number of new
Deliveroo Plus
memberships by
10% by 15th
September
2024.

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REACHING THE AUDIENCE
To effectively reach and engage with Generation Z, Deliveroo should implement a
comprehensive digital marketing strategy tailored to their preferences and behaviours.
Leveraging social media platforms like Instagram, TikTok, and Snapchat, Deliveroo
can create visually captivating campaign messages featuring trendy food imagery,
catchy slogans, and interactive elements such as AR filters and challenges. This
approach aligns with Gen Z's love for visually appealing content and social
engagement. Additionally, Deliveroo can harness the power of user-generated content
and collaborate with Gen Z influencers, food bloggers, and content creators to
authentically showcase its brand and offerings to this demographic.
To enhance its presence on TikTok, Deliveroo should focus on creating engaging and
entertaining content that resonates with Gen Z. Currently, Deliveroo has 37.3K
followers on TikTok. In contrast, its competitor, Doordash, has 116.7K followers. By
aiming to increase its TikTok audience by 20%, Deliveroo can leverage popular
content formats such as behind-the-scenes looks at restaurant kitchens and ordering
food challenges. Implementing hashtag challenges can also encourage users to
create and share content related to their Deliveroo orders, increasing brand visibility
on the platform.
Endorsing celebrity influencers like Uncle Roger can attract younger audiences,
particularly Gen Z, as his humour and style align well with this demographic. By having
Uncle Roger review Deliveroo orders and recreate dishes, Deliveroo can tap into his
fanbase and generate buzz around their brand. Making this campaign exclusive to
Deliveroo Plus members adds value to the membership, incentivising more sign-ups

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and increasing brand loyalty. Leveraging social media promotions, especially on
platforms like TikTok, can significantly boost engagement among Gen Z customers,
as Beresford Research (2024) suggested.
Furthermore, to increase app downloads among Gen Z, Deliveroo can engage in
content creation on TikTok and Instagram, collaborating with micro-influencers such
as Student Eats UK. Targeting university students, this micro-influencer shares
budget-friendly recipes, meal prep ideas, and cooking hacks that resonate with Gen
Z's interest in affordable, easy-to-make meals. By aligning with influencers catering to
Gen Z's preferences and interests, Deliveroo can expand its reach and attract more
users to download the app.
Incorporating customer reviews and feedback into its marketing efforts can drive
engagement and attract more customers to order within Deliveroo. By integrating past
restaurant reviews and videos onto its website and social media platforms, Deliveroo
can highlight the diverse range of options available, catering to the preferences of
undecided Gen Z consumers. Deliveroo can effectively reach and engage with
Generation Z by implementing these strategies, driving brand awareness, customer
acquisition, and loyalty within this demographic segment.

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PROMPTING INTERACTIONS, DONATIONS & LEADS
While satisfaction levels are generally high, impatience often arises during the delivery
waiting period. Deliveroo would need to track user engagement via app screen time
to address this, aiming to increase app downloads by 15% by January 30th, 2024.
According to Deliveroo (2023), By enhancing the app's accessibility and user-
friendliness, Deliveroo aims to improve customer satisfaction and cater to the
preferences of Gen Z users who heavily rely on mobile apps for convenience.
Launching interactive campaigns on highly active social media platforms like
Instagram and TikTok is a crucial strategy determined by Beresford Research (2024).
These campaigns will include challenges, polls, quizzes, and user-generated content
contests related to food and dining experiences facilitated by Deliveroo. By
encouraging participation and sharing, Deliveroo aims to boost engagement and
prompt interactions with its brand, ultimately increasing visibility and awareness
among Gen Z users.
Regarding content marketing, Deliveroo plans to produce engaging blog posts,
articles, and videos on its website and Instagram platform. These pieces will showcase
reviews of users' favourite local restaurants and highlight current food trends. By
optimising content for search engines and incorporating relevant hashtags such as
#DeliverooFeast and #DeliverooDiscoveries, Deliveroo aims to strengthen its brand
presence and market position while providing value to Gen Z consumers. By
leveraging user-generated content and engaging with trending topics, Deliveroo can
enhance its appeal to younger audiences and drive increased platform traffic.

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Recognising the evident preference for its app over its website, Deliveroo prioritises
enhancing the website to align with user expectations. This includes implementing
advanced filtering options to cater to diverse dietary preferences, such as vegetarian,
vegan, and gluten-free options. Additionally, users can filter by price range and
delivery time, enhancing the overall browsing and ordering experience. These
enhancements aim to make the website more competitive with the app and drive
higher user engagement. Furthermore, enabling customers to leave reviews and
ratings for restaurant delivery experiences within the website will provide valuable
feedback and foster a sense of community and trust among users.
By implementing these strategies, Deliveroo aims to continuously improve the
consumer experience, strengthen its brand presence, and drive higher engagement
among its target audience, mainly Gen Z users, through app enhancements,
interactive social media campaigns, content marketing initiatives, and website
improvements.

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CONVERTING LEADS TO CUSTOMERS
To increase first-time customer sign-ups, Deliveroo should consider referring friends
and family to download and make a first purchase to receive a 10% discount on their
first order by using the refer codes provided by their friends, and they will receive a
credit off their next order if they refer a friend using the code. To convince first-time
customers to make a purchase, many Generations Z are drawn to offers of promotional
discounts, free delivery, and special deals. Deliveroo should explore offering free trials
for Deliveroo Plus and a student discount for first-time customers. This also indicates
that GenZ is primarily students because most of them use Deliveroo deals, which
pushes them to purchase deliveroo.co.uk (2022).
As mentioned above, from reaching an audience to converting customers, Deliveroo
should provide a discount code for its influencers to give out to its customers for first-
time users whenever they promote Deliveroo. This means influencers can introduce
Deliveroo to a broader demographic of potential customers, increasing
awareness. Deliveroo could modify its "top pick" for new consumers. According to
Liu (2023), 61% are willing to pay a premium for customisation. This will interest Genz,
as they rely heavily on word-of-mouth recommendations. Having an overall #1 pick
would encourage Deliveroo consumers to purchase first. Deliveroo can have a
"Preference" section for customers, so when they sign up, Deliveroo can ask them
what cuisine they want, like Tiktok has asked its users what they are interested in,
Deliveroo can choose from a range of Indian and Japanese, Italian, and Chinese
meals. They can then personalise the menu to the customer.

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ENGAGING WITH CUSTOMERS
To maintain customer engagement and loyalty among Generation Z, Deliveroo must
prioritise frictionless user experiences via their app, incorporating social sharing
features to encourage peer referrals and user-generated content. Deliveroo can
improve relevance and satisfaction by leveraging data analytics to provide
personalised recommendations and offers and implementing gamified features and
loyalty rewards programs, according to (de Souza, 2022), with exclusive partnerships
aligned with Gen Z's interests, such as influencers to incentivise repeat purchases.
To Increase GenZ, Deliveroo should engage with Genz to find new food trends online
via Instagram, which is popular with GenZ and TikTok (Statista, 2022). Deliveroo can
integrate social sharing functionalities within its app, allowing users to share their
favourite meals, reviews, and recommendations on platforms like Instagram and
TikTok. By joining the Deliveroo membership, Deliveroo could use email marketing to
engage with customers by sending out special offers and bundle deals for customers
who are members of Deliveroo Plus and have exclusive access to premium
restaurants for member-plus customers, according to Liu (2023) 61% are willing to pay
extra for personalisation.
By implying gamification, customers are more likely to make a purchase. When they
make their first purchase, they will receive a scratch card pop-up within the app. When
they reach a certain number of points, Deliveroo can offer customers different
discounts. The higher the points, the more scratch cards the customer receives based
on how much they purchase from the app, such as the Cafe Nero app. By making the
ordering experience fun and rewarding by signing up for Deliveroo for a certain period,

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the app may provide the user with a rewards system that can be redeemed when
customers make their purchases. Adding gamification within the app, as stated in
(Vexelman, 2023), can increase user engagement by making the customer experience
fun and satisfying; this also noted that 60% of customers say they would be more likely
to participate in a loyalty program if it included gamification.

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MEASURING PERFORMANCE
Deliveroo adopts a strategic approach aligned with the RACE model to achieve its
objectives. By implementing targeted tactics such as interactive TikTok content, social
media campaigns for app downloads, referral programs for first purchases, and
promotions for Deliveroo Plus memberships, the company aims to increase reach,
engagement, conversions, and customer loyalty. TikTok follower growth rate, app
download growth rate, first purchase conversion rate, and Deliveroo Plus membership
growth rate will be monitored by tracking the percentage of recipients who click on the
referral links or calls to action within the emails. Additionally, Click-through rate (CTR)
will measure the effectiveness of social media posts, while cost-per-click (CPC) will
gauge the efficiency of advertising efforts in driving user actions. As shown below is
the ROCE table:

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CUSTOMER
STAGE
PRE-PURCHASE PURCHASE POST-
PURCHASE
AWARENESS CONSIDERATION CONVERSION/SALES EVANGELISM
RACE Model REACH ACT CONVERT ENGAGE
OBJECTIVES By October
30th, 2024,
increase the
Gen Z
followers on
Deliveroo’s
social media
platforms,
specifically
TikTok, by
20%
By January 30th,
2024, app
downloads will
increase by 15%.
Increase first Purchase
by 10 %
By August 31st 2024
Increase the
number of
new Deliveroo
Plus
memberships
by 10% by
15th
September
2024.
Tactics Deliveroo
should launch
interactive
content like
behind-the-
scenes
videos. Offer
additional
discounts by
using
hashtags.
Social media
campaign on
Instagram and
TikTok
encourages them
to download the
app.
Referral program:
Existing customers can
refer a new customer
to join and make a
purchase.
Email marketing
Specials offer:
Offering a free
trial period,
providing
exclusive
benefits,
Measure Number of
followers on
TikTok
- App
downloads
- Time
spends on
app
Track the percentage
cost-per-click (CPC)
Track Click-
through rate
(CTR) for
membership

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REFERENCES
.
Beresford Research (2024). Age Range by Generation. [online] Beresford Research.
Available at: https://www.beresfordresearch.com/age-range-by-generation/.
de Souza, I. (2022). The Gamification of Collecting: Encouraging Gen Z Collectors |
MyArtBroker | Article. [online] MyArtBroker. Available at:
https://www.myartbroker.com/art-and-tech/articles/gamification-of-collecting-encouraging-
gen-z [Accessed 19 Apr. 2024].
Deliveroo (2023). Deliveroo. [online] Deliveroo. Available at: https://deliveroo.co.uk/
[Accessed 25 Apr. 2024].
deliveroo.co.uk. (2022). DELIVEROO LAUNCHES NEW ADVERTISING PLATFORM.
[online] Available at: https://deliveroo.co.uk/more/news-articles/advertising-platform-launch.
department , S. (2024). UK: most downloaded food delivery apps 2023. [online] Statista.
Available at: https://www.statista.com/statistics/1298186/food-delivery-app-downloads-
uk/#:~:text=Main%20food%20delivery%20apps%20in%20the%20UK%202023%2C%20by
%20downloads&text=Deliveroo%20followed%20third%2C%20with%20over%202.3%20mil
lion%20downloads. [Accessed 11 Apr. 2024].
Doherty, B. (2023). Why more fashion retailers are charging return fees. [online]
www.bbc.com. Available at: https://www.bbc.com/worklife/article/20231004-why-more-
fashion-retailers-are-charging-return-fees [Accessed 20 Apr. 2024].
Jefferson, M. (2022). Deliveroo lays out marketing plan as it aims to break even next year.
[online] Marketing Week. Available at: https://www.marketingweek.com/deliveroo-
marketing-break-even/.
Liu, S. (2023). Infographic: Personalization Essential for Gen Z’s Online Experience.
[online] Statista Infographics. Available at:
https://www.statista.com/chart/29429/personalization-gen-z-online-experience/ [Accessed 20
Apr. 2024].

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Luther, L. (2020). Gordon Ramsay Is Good at Cooking but Better at Marketing. [online]
Medium. Available at: https://bettermarketing.pub/gordon-ramsay-is-good-at-cooking-but-
better-at-marketing-4e07e94169df [Accessed 11 Apr. 2024].
Twitter. (n.d.). https://twitter.com/deliveroo. [online] Available at:
https://twitter.com/Deliveroo?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Ea
uthor [Accessed 25 Apr. 2024].
Vexelman, R. (2023). Are You Game? The Power of Gamification in Mobile Apps. [online]
Optimove. Available at: https://www.optimove.com/blog/are-you-game-the-power-of-
gamification-in-mobile-apps [Accessed 25 Apr. 2024].

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APPENDICES
Appendix 1
Appendix 2