Deliveroo

Deliveroo is a smaller operation than the giants above it, and it leans into partnership rather than scale to compete. Will Shu founded it in London in 2013 and took it public in 2021; Deliveroo Plus has 2 million subscribers on its own, but the real growth lever is Plus with Amazon, which bundles delivery benefits into Prime and drives 40% higher subscriber retention than a standalone plan achieves. It's a smart way to borrow someone else's customer base rather than build one from zero.