I agree - but I'm not sure it's Deliveroo. In UK at least, they're seen as the 'premium' food delivery option (mainly restaurants, rather than takeaways) - and

I agree - but I'm not sure it's Deliveroo. In UK at least, they're seen as the 'premium' food delivery option (mainly restaurants, rather than takeaways) - and that's good. What's not so good, is that brand aside, I'm not sure what makes them unique. Speaking to their riders (and Uber drivers) their workforce isn't particularly loyal and have a few different phones for the few different gig-companies they work for. Somebody comes along and offers them more money (say a company that doesn't have to provide a return to investors) and their riders will vanish from the streets overnight - and everybody will seamlessly switch. Deliveroo will be the Yahoo of food delivery.