Deliveroo Mulls Menu Photo Policy to Combat Overcharging Concerns

Deliveroo, the food delivery platform operating in over 200 cities across 12 countries, is contemplating a new strategy to address concerns about price discrepancies between in-restaurant and app prices. The company, founded in London in 2013, recently updated its policy to potentially require riders to capture images of restaurant menus during pickups.

This consideration comes as part of Deliveroo's efforts to ensure fair pricing for customers. The company, which went public on the London Stock Exchange in March 2021 in one of the largest UK IPOs, has been facing growing scrutiny over alleged price inflation on its platform.

Consumer watchdog Which? reported that ordering via food delivery apps could be up to 44% more expensive than direct restaurant orders. A separate study in 2023 revealed that grocery items on delivery apps could cost double the in-store price, excluding delivery fees.

In response to these concerns, Deliveroo has implemented several measures:

• A system to monitor and compare prices in restaurants and supermarkets with those on the app
• Monthly rankings of restaurants based on price mark-up data
• Better app placement for restaurants offering the best value
• Warnings and potential suspension for consistently overpricing establishments

While Deliveroo currently has "no plans to ask riders to photograph menus," the groundwork for such a policy is being laid. The company's recent policy update states that riders may be required to capture "a requested image, such as a restaurant menu, while attending a partner location," with potential compensation for quality images.

Deliveroo's efforts to address pricing issues align with its broader initiatives to improve service and sustainability. The company has invested in "dark kitchens" to expand restaurant reach, implemented measures to reduce plastic waste, and even experimented with robot and drone deliveries in some markets.

As the food delivery industry continues to evolve, Deliveroo and its competitors face ongoing challenges balancing customer satisfaction, fair pricing, and sustainable business practices. The potential menu photography policy represents just one aspect of the company's efforts to navigate these complex issues in an increasingly competitive market.

"There are currently no plans to ask riders to photograph menus."

This development highlights the ongoing tension between convenience and cost in the food delivery sector, as companies like Deliveroo strive to maintain customer trust while ensuring profitability for themselves and their restaurant partners.