Deliveroo: CEO's Leadership, Management, and Structure Analysis

This report provides a comprehensive analysis of Deliveroo's leadership and management practices. It begins by examining the CEO's consultative management style, principles, and functions, highlighting the importance of centralization, scalar chain, and esprit de corps. The report then delves into the organizational structure changes implemented by the CEO, transitioning from a line structure to a matrix structure to adapt to market dynamics and company growth. The impact of the CEO's democratic leadership style, fostering trust and employee commitment, is discussed, along with the use of authoritative leadership in specific situations. The report further explores the effects of power, influence, and conflict within Deliveroo, including the use of various power types and the impact of external factors. Finally, it examines different types of motivation employed by the company to energize employees and achieve organizational goals, concluding with recommendations for improvement.

DELIVEROO

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A: Management style,its principles and functions used by CEO.................................................3
B: Changes in Organizational structure at Deliveroo taken by the CEO.....................................4
C: How did leadership style of CEO effects Deliveroo?.............................................................6
D: The effect of power, influence and conflict in Deliveroo.......................................................6
E: The various types of motivation..............................................................................................7
F: Justification.............................................................................................................................9
G: Recommendation....................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Management and leadership being important to understand that leadership styles is
essential part of effective management. Management can be defined as managing work as per
planning, organizing, controlling, directing and staffing the function. On the other hand,
leadership means the influencing potential and work with group towards making more effective
developed goals. Organization required both development in leadership boost and management
boost for optimal organizational efficiency (Thomas, 2020). Deliveroo is an online food delivery
services company in London. It operates across the various countries and have their main
focused on growing network of ghost kitchens. Deliveroo deals with some of the biggest chain
restaurant across the country, the majority for this company have been available on the company
app with having their thousands of independent restaurant. The company also make the revenue
by charging a commission fee as well as by charging customer on their pre order booking. This
report explain about the management styles along with principle and functions, CEO brings
changes in organizational structure in order for achieve high performance level. Also, discuss the
leadership style and analyse the power, conflicts and influence. Moreover, explain about the
various type of motivation, supportive with literature and also recommendation or suggestion
strategies for betterment in organization.
MAIN BODY
A: Management style,its principles and functions used by CEO.
The way of fulfilling goals of an organization which includes planning, decision-making
and staff management is known as Management style. The key to being an effective manager is
to having versatility in the style to manage unexpected factors with total focus over achieving
success. The management style used by Deliveroo CEO is Consultative Management Styles
(Adam and Suleiman, 2018). This style refer to the approach of asking questions to the
employees and considering their opinions before taking any sort of decision in the company.

This style has proved very efficient as it develops trust within the organization as is the reason of
success of the CEO and Deliveroo.
CEO of the company Deliveroo follows some principles of management before taking
important decisions such as,
Centralization :- In most organizations the power is with the top authorities which leaves a gap
between the lower heads and managers idea and decisions, that is the reason why this principle Is
important for every company including Deliveroo. Following this principle in the management
style of a company allows CEO to take broad decisions with ideas from every level of the
company.
Scalar Chain :- Its very important for a company like Deliveroo to have the necessary chain
communication between is employees to make have flexibility in the work and performances.
Such communications usually results in solutions to problems faced the workers as they help
each other out in tough situations.
Esprit de Corps :- A CEO best quality is said to be the ability of motivating its employees in
order to bring out their best in work. This is done only with a strong bond between CEO and its
employees. This principle enforces unity among the organization and unity in a company like
Deliveroo gives it necessary drive to move towards success.
CEO of Deliveroo uses these functions of management for managing the company, Some
of these functions are,
Planning :- Prior made decisions considering the future activities and actions in order to achieve
the predetermined goals of the company is called Planning(Lloyd and Aho, 2020.) It is a
systematic way of choosing your future actions which helps the CEO in achieving success with
the company(Berraies and El Abidine, 2019).
Organizing :- The proper use of all the available resources for achieving organizational goals is
The function of organize, every company's head/CEO are abided to use this function for proper
and systematic productivity for a company. Deliveroo a company of food delivering needs
proper organizing in itself which is no doubt practiced by the CEO of the company.
B: Changes in Organizational structure at Deliveroo taken by the CEO
Organisational Structure defines activity management of an organization of task
allocation, establishment of coordination and conduction of supervision. It also refers to
management of group efforts with the determination of roles and responsibilities of individuals

for achieving predetermined goals. Deliveroo have different options in availability of
organizational structure it can use such as,
Line Organisational Structure :- This structure provides direct and vertical relationship
between organisational levels. It consists of a proper method of following the chain for achieving
success. Line Organisational structure promotes faster decision-making and brings the
employees closer (Madi, and et.al, 2018 ) Such type of organisational structure is good for new
companies because it builds trust and connectivity among the employees which is necessary for
new companies.
Matrix Organisational structure :- This structure is designed specifically for organisational
objectives and the way of achieving them from different areas of the organization. Organisational
structure of these types uses resources flexibly as well as efficiently because of its horizontal
approach. Such a structure is useful for those companies which change a lot with the changes in
external factors.
Deliveroo was initially formed as a start-up for the purpose of food delivery across UK,
therefore it started off with a straight forward structure in the form of Line Organisational
structure. Line structure started showing its disadvantages with time because it was a straight
forward approach which lacked flexibility. Therefore new employees had difficulties settling in
resources when not used to there maximum capacity. Recognizing this change in the
environment CEO made certain changes in the Systematic approach. Line organisational
structure was evolved into Matrix Organisational Structure. The reason for such change was
because of few reasons including the rapid change in the environment of the market. Changes in
market trends forced Deliveroo make changes in its structure, and to make it flexible enough to
be strong and prepared for the future change in External factors. Growth of the company gave
rise in the number of employees which lead to change in organizational structure to for using
multiple teams in Deliveroo and dividing them according to specific skill sets. This resulted in
better decision-making in the organisation and proper coordination with the functions of
management. With organisational structure the performances of Deliveroo started increasing,
which developed confidence and gratitude in the employees of the company. Positive attitude in
the employees resulted in increase in productivity of the company resulting in achievement of
success in all the fields.

C: How did leadership style of CEO effects Deliveroo?
A leadership type is the way of implementation of process of work by the CEO. There are
different styles of leadership and some are considered better than the others although every style
has its pros and cons on the basis of their use. Few of the primary leadership styles which was
used used by the CEO of Deliveroo was Democratic Style of leadership.
This type of leadership referred to the approach of taking the ideas of the team members
and employees, asking them about what they think and their ideas, this is a very positive way of
leadership with many benefits, such as building trust In the employees, promotion of team spirit
and development and growth of employees (Cant, 2018). This is style in which leaders get his
team members to do what he wants them to do in the way they want to do it.
The use of democratic style brought up different viewpoint from inside the company
itself which provide hidden aspects of development for the CEO to consider. Consideration to
those steps lead to efficiency in solving problems faced by the organisation. These actions of
CEO lead to growth in trust which invited higher level of commitment in the company along
with building relationship between the employees and CEO itself. All this resulted in honest
employees doing there work efficiently (Gandolfi and Stone 2017).
There were a few cases in which there were situations in which this approach was not the
best option. In certain cases CEO decided to make temporary changes in which he used a few
other styles of leadership. For example when there was recruitment of large number new
employees they he uses the Authoritative style to teach them the work with the help of his fellow
professionals. This style states that the leader gives demonstration to the followers so that they
can successfully follow their work and can learn from it. This provides quick results which were
required at that moment. This show the flexibility of the CEO the way of managing this situation.
These are one of the reasons why Deliveroo has found success in the past years due to their
CEO.
D: The effect of power, influence and conflict in Deliveroo
The power in organization means it is important aspects of human and it might be
political, social or physical. Power basically determines from the authority or position which can
be influenced easily to having their positively and negatively. Hence, there are the various types
of power which keeps Deliveroo involves their proper usage of threat for making their people do
what one desires. They have the effect force people for submitting one demand with fear of

losing something. Deliveroo give their employee rewards, perks, new training opportunities and
some others better roles (Lalegani and et.al., 2019). However, their employee also have interest
in developing their more skills through which they can also have their organization benefits. In
present Deliveroo has gain no profits and for that they need to start their hiring with the best
people. Expert power is kind of power which owes through skills and have their expertise for
processed with individuals.
The influence on Deliveroo online food delivery system is trending more in business
through which they can make their business growth along with have their more customer
satisfaction. In recent time consumer are using food ordering app and taste their delicious food
while by seating at home (Factors which influence the consumer to use an online food delivery
system, 2020). The stakeholder can influence Deliveroo online food delivery app through
promotional activities, accessibility, save time and delivery on their order address and also have
more flexibility. In Deliveroo consumer or some other stakeholder have their positive impact and
that can easily help them for developing their goals.
Deliveroo in recent time they are running with huge amount of loss due to having
pandemic in the world. There might be more conflicts between the restaurant and delivery
providers through an automated conflicts and system between their owners and delivery their
food. Moreover, they are providing no contact pick up delivery for their consumer and making
ensure to their drivers for being more safety in delivering their orders. Conflicts that they face
many challenges from their stakeholder side for having their safer zone in working with current
pandemic. Lack of communication that can also being conflicts between their employee and
consumer while at time of taking order or contact with them. For providing conflicts, company is
taking more and more precaution for reducing spread virus by enabling their contact to be less
and trying to become more cash less than they are also providing essential things which are
required.
E: The various types of motivation
Effective manager in organization have more ability to work with those who behave in
particular goals. As motivation have been derived from the directing, sustaining and energizing
employee for their having the bets efforts in organization. In Deliveroo management make their
employee motivated while by providing them with some rewards such as perks, incentives and
bonus etc. Here are some motivation theory which help Deliveroo for making employee more

effective in manner, and they can easily achieve their goals. Herzberg's theory of motivation tries
to get their root for working while by having motivation at work place, and they can make their
work to be complete on time and also have leverage for their best performance (Herzberg’s
Motivation Theory – Two Factor Theory, 2018). Herzberg's motivation theory or two factor
theory models, these factors are:
Motivators:-
This theory states about the motivation of employee at their work place through they can
maintain their work place environment along with the well motivator persons. The presence of
motivator can be also causes employee for working hard, and they found within the actual
working job by themselves. Achievements in Deliveroo for their make much sense. This might
be more helpful in making their proud feeling and done something difficult tasks with giving
their all efforts to be completed within year or quarters (Bharathy, 2018). For example, in
organization if they are not having their much customer than they can give some target to their
employee for having more customer that could be their achievements. This work can be also
done with some responsibility and organization should give them opportunities to learn new
skills.
Hygiene:-
It means that causes to less work hard and actual job for surrounding itself that not might
be presented in jobs. Deliveroo have clearly and fair policies to their employee. As the employee
should be given as much autonomy as is reasonable. Salary have been paid them on time and
most important about security for their employee through which they can feel safer at working
place. For example, at time of hiring if manager have not introduced their policies and terms to
their employee that might be causes them for losses and make their goals not be completed.
Douglas Mc Gregor has given X&Y theory of motivation. In which X stands for
traditional beliefs and Y stand for researcher in behavioural. As theory X assumption are
negative for example, since employee sometime dislike to work, they must be concerned or fear
about their work. In Deliveroo they are mainly facing issues related to pandemic but still
management forcing them for having their more customer (Flak, 2020). Theory Y assumption
are positive. In this employee can easily review for being natural. The abilities for being
innovative in widely decisions throughout the population. For example, if manager has given

targeted to employee along with that they are must have required to have some responsibility and
self-controlled towards their objectives.
F: Justification
Deliveroo a food delivering company has to follow principles of management as stated
previously in the report. These principles where taken in consideration as per Henry Fayol
(2018) who introduced theory applicable for all levels in management effecting internal activities
in the organization. Principles discussed for Deliveroo where Centralization, Scalar Chain and
Esprit de Corps.. These principles of management discuss the important factors which are needed
for Deliveroo to be considered by the CEO and other managers.
Functions of management discussed previously for Deliveroo which are used buy the
CEO for operating the company and its leadership where taken according to Henry Fayols(2020)
identified functions of management stated in theory which are considered universally by all the
managements. Functions are absolutely necessary for any organisation despite their size or their
market of productivity (Bhandari, 2020 ).
As stated above Matrix Organisational structure is the best possible organizational
structure available for Deliveroo to use, this was concluded by considering Fayol's (2020)
principles of management known as the administrative theory of management and employees.
This structure was chosen for Deliveroo as the number of employees are a lot and there are rapid
change in market environment.
Leadership styles for Deliveroo are explained previously in the report in which different
styles and there advantages and disadvantages are discussed for finding out the in which style
CEO of Deliveroo operates its management. These leadership styles where considered according
to Lewin (2017)who explained leaderships behaviours in his article.
G: Recommendation
Deliveroo need to make more growth in their organization through which they can make
their goals to achieved along with provide great opportunities to focus on improving
effectiveness of the company. Therefore, some strategies for increasing their organization
performance:
Make the proper use of human resources:-

The human resources of Deliveroo has to make organizational effectiveness. As they play
important role for developing their business, and they can hire the right person for company
(Aula and Mantere, 2020). Human resources also involves implementation and design for the
change of company in improving and active role-play for identifying the right professionals for
best new position within the organization.
Keep customer in mind:-
While by keeping customer in mind Deliveroo should evaluate the interest and need of
customer. Moreover, they required making overview towards the social trends and also offers
their customer with some discount or free offers on meals. Use the social media pages or other
online platforms for making their tools to be used proper and also able to gain feedback from
their clients. Along with this Deliveroo should allow their customer to leave comments that can
show the weaknesses, which must be improved and become more organizational effectiveness.
Good quality of food:-
Deliveroo key for having main focused on the quality of good products and services
through which they can have their customer satisfaction. In organization, they need to make the
proper decision and allow customer advice through improving through their products. Company
should use the proper and good quality of products without exceeding the budget or any price
range.
Use technology:-
Technology plays important in business for developing them more and making their
organization effectiveness. For online food delivery services they can use computers, mobiles
apps or tablets for developing their organization performance (Sibanda and Ramrathan, 2017).
Deliveroo can use the software tools for keeping their customer for staying long term. Working
with technology to determines their best ways to protect business and keep their client
information without exceeding or set of budget. This can make their business well-developed
through which they can easily make their customer satisfaction level high and also make their
budget to be maintained.
CONCLUSION
From the above reported it had been concluded that management styles and their function
help organization for being more developed while by keeping their work managed. Management

and leadership in organization should know about their role and responsibility through which
they can have their employee working with more effectiveness. Organization structure need to
change as per changes in market trends for having their high performance. While by changing in
organization structure that could also lead to have change in the attitude of employee. Leadership
styles in company might be had more effectiveness through which they can make their goals to
be achieved. Leader play role in developing more to organization well by dividing sub tasks into
the different employees. Power, conflicts and influenced have their effect in company along with
this they can have their organization benefits in conducting business. Motivation theory been
provided so that could explain about employee needs and requirements and motivated them for
goals. Literature reviews support for having some corporate examples. Also, concluded about the
strategies which need to follow by organization for improving their management or structure,
make them increasing organizational performance.

REFERENCES
Books and Journals
Adam, A.K. and Suleiman, E.S., 2018. A Contextual Framework of Henry Fayol’s 14 Principles
of Management for Public Sector Efficiency and Effectiveness of Policy
Responsibilities by a Government. Journal of Advanced Research in Business and
Management Studies. 11(1). pp.46-61.
Aula, P. and Mantere, S., 2020. Strategic reputation management: Towards a company of good.
Routledge.
Berraies, S. and El Abidine, S.Z., 2019. Do leadership styles promote ambidextrous innovation?
Case of knowledge-intensive firms. Journal of Knowledge Management.
Bhandari, M.P., 2020. Theories and Contemporary Development of Organizational Perspectives
in Social Sciences. The development of organizational theory and the emergence of
challenges to the traditional rational approaches to understand the organization. Part
2. Scientific Journal of Bielsko-Biala School of Finance and Law. 24(1). pp.14-19.
Bharathy, A., 2018. Impact of motivation strategies on retail job performance. Sumedha Journal
of Management. 7(4). pp.39-46.
Cant, C., 2018. The warehouse without walls: A workers’ inquiry at Deliveroo. ephemera: theory
& politics in organization. 20. p.4.
Edwards, J.S., 2020. An Overview of the Foodservice Industry. Handbook of Eating and
Drinking: Interdisciplinary Perspectives, pp.983-1006.
Flak, O., 2020. The system of organizational terms used for recording managerial activities in
the field of team motivation.
Gandolfi, F. and Stone, S., 2017. The emergence of leadership styles: A clarified
categorization. Revista De Management Comparat International. 18(1). p.18.
Lalegani, Z. and et.al., 2019. Developing a model for analyzing the factors influencing
interpersonal conflict. Management Decision.
Lloyd, R. and Aho, W., 2020. The History of Management. The Four Functions of Management.
Madi, S.A.,and et.al., 2018. The Organizational Structure and its Impact on the Pattern of
Leadership in Palestinian Universities.
Sibanda, M. and Ramrathan, D., 2017. Influence of information technology on organization
strategy. Foundations of Management. 9(1). pp.191-202.
Thomas, N., 2020. The John Adair handbook of management and leadership. Thorogood.
Online
Factors which influence the consumer to use an online food delivery system, 2020 [Online].
Available through: <https://www.kopatech.com/blog/factors-which-influence-the-
consumer-to-use-an-online-food-delivery-system.html>
Herzberg’s Motivation Theory – Two Factor Theory, 2018 [Online]. Available through:
<https://expertprogrammanagement.com/2018/04/herzbergs-two-factor-theory/>
Van der Harst , R,2019,. Delivero Organization chart,[online].,Available through:
<https://creately.com/diagram/example/j2ui5z103/Deliveroo>