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brand Deliveroo
tagline Your favourite food, delivered
category Food Delivery
website https://deliveroo.com

Information Architecture — Deliveroo

Overview

Deliveroo is a food delivery platform connecting customers with local restaurants, grocery stores, and its own "Editions" dark kitchens. The IA is location-first — the home screen adapts to the user's delivery address, showing nearby restaurants with estimated delivery times. The platform supports on-demand delivery (30-45 min) and scheduled delivery, with Deliveroo Plus (subscription) offering free delivery for frequent users.

Site Map

Deliveroo
├── Home (location-based)
│   ├── Address Input / Saved Addresses
│   ├── Offers / Promotions
│   ├── Categories
│   │   ├── Restaurants
│   │   ├── Grocery
│   │   ├── Convenience
│   │   ├── Alcohol
│   │   └── Pharmacy (select markets)
│   ├── Cuisines
│   │   ├── Pizza
│   │   ├── Sushi
│   │   ├── Indian
│   │   ├── Chinese
│   │   ├── Burgers
│   │   ├── Healthy
│   │   └── [20+ cuisines]
│   ├── Featured Collections
│   │   ├── Top Rated
│   │   ├── Fastest Delivery
│   │   ├── New on Deliveroo
│   │   └── Staff Picks
│   └── Recently Ordered
├── Restaurant Page
│   ├── Menu
│   │   ├── Categories (Starters, Mains, Desserts, Drinks)
│   │   └── Menu Items
│   │       ├── Name, Description, Price
│   │       ├── Photo
│   │       ├── Customizations (size, toppings, extras)
│   │       ├── Dietary Labels (vegan, GF, halal)
│   │       └── Allergen Info
│   ├── Restaurant Info
│   │   ├── Rating
│   │   ├── Delivery Fee
│   │   ├── Estimated Delivery Time
│   │   ├── Minimum Order
│   │   ├── Distance
│   │   └── Hours
│   └── Reviews
├── Cart
│   ├── Items (with customizations)
│   ├── Restaurant name
│   ├── Subtotal / Delivery Fee / Service Fee
│   ├── Promo Code
│   ├── Delivery Instructions
│   └── Tip for Rider
├── Checkout
│   ├── Delivery Address
│   ├── Delivery Time (ASAP or Scheduled)
│   ├── Payment Method
│   ├── Order Summary
│   └── Place Order
├── Order Tracking
│   ├── Order Status (preparing, picked up, on the way)
│   ├── Live Rider Map
│   ├── Rider Info
│   ├── Estimated Arrival
│   ├── Contact Rider
│   └── Contact Support
├── Orders (History)
│   ├── Past Orders
│   ├── Receipts
│   ├── Reorder
│   └── Rate & Review
├── Deliveroo Plus (subscription)
│   ├── Free Delivery (orders over threshold)
│   ├── Reduced Service Fees
│   ├── Member Offers
│   └── Plan Management
├── Editions (Dark Kitchens)
│   └── Delivery-only restaurant brands
├── Grocery & Retail
│   ├── Store Page
│   ├── Category Browse
│   └── Product Search
├── Account
│   ├── Profile
│   ├── Addresses
│   ├── Payment Methods
│   ├── Promotions / Credits
│   ├── Deliveroo Plus
│   └── Settings
├── Rider App (separate)
│   ├── Go Online
│   ├── Order Queue
│   ├── Navigation
│   ├── Earnings
│   └── Fees / Incentives
└── Restaurant Hub (partner portal)
    ├── Menu Management
    ├── Order Management
    ├── Analytics
    ├── Marketing Tools
    └── Financials

Navigation Model

  • Type: Top nav (desktop) + bottom tab bar (mobile app)
  • Desktop Top Bar: Deliveroo logo, Address (editable), Search, Offers, Account, Cart
  • Mobile Bottom Tabs: Home, Search, Orders, Account
  • Cart: Persistent floating button showing item count and total; slides up to full cart view
  • Restaurant Drill-Down: Home → Restaurant → Menu → Item customization → Cart → Checkout
  • Category Scroll: Horizontal cuisine/category chips on home; vertical menu categories in restaurant

Content Model

Entity Key Attributes Relationships
Restaurant name, logo, banner, cuisine tags, rating, delivery fee, min order, delivery time, distance, hours, Editions flag → Menu, → Reviews
Menu Category name, position → Restaurant, → Menu Items
Menu Item name, description, price, photo, customization groups, dietary labels, allergens, popular flag → Menu Category
Customization name, options (multi-select or single), price adjustments → Menu Item
Order items, restaurant, total, delivery fee, service fee, tip, payment method, delivery address, status, timestamp → Restaurant, → Rider
Rider name, photo, live location, vehicle type → Order
Review rating (1-5), text, order reference, date → Restaurant
Promotion code, discount type (%, fixed, free delivery), conditions, expiry → Order
Grocery Store name, categories, delivery time, min order → Products
Product (grocery) name, price, weight/quantity, brand, photo, category → Grocery Store
Plus Plan tier, price, free delivery threshold, benefits → Account

User Flows

Ordering Food

Open app → Confirm delivery address → Home shows nearby restaurants → Browse by cuisine or search → Tap restaurant → View menu → Select items → Customize (size, toppings, extras) → Add to cart → View cart → Enter promo code → Add delivery instructions and tip → Checkout → Select payment → Place order → Track order: Preparing → Rider picking up → On the way → Delivered → Receive food → Rate restaurant and rider

Scheduling a Delivery

Browse and select items → Go to checkout → Tap "Delivery Time" → Switch from "ASAP" to "Schedule" → Select date and time slot (30-min windows, up to 7 days ahead) → Place order → Confirmation with scheduled time → Reminder before delivery

Grocery Shopping

Home → Grocery category → Browse stores → Select store → Browse categories or search products → Add items to cart → View cart with substitution preferences → Checkout → Rider shops and delivers → Receive within 20-30 min

New User Onboarding

Visit Deliveroo → Sign Up (email/Google/SSO) → Complete profile → Guided setup wizard → Configure preferences → Explore key features → Start using the product
                                                                                                                         ↘ Skip wizard → Land on dashboard

Manage Notifications

Settings → Notifications → Toggle email/push/in-app per category → Set frequency (instant/daily digest/weekly) → Save preferences

URL / Route Structure

deliveroo.com/                              # Homepage (location prompt)
deliveroo.com/restaurants/{city}            # City restaurant listing
deliveroo.com/menu/{city}/{restaurant-slug} # Restaurant menu
deliveroo.com/menu/{city}/{slug}?item={id}  # Menu item deeplink
deliveroo.com/checkout                      # Checkout
deliveroo.com/orders                        # Order history
deliveroo.com/orders/{orderId}              # Order detail / tracking
deliveroo.com/plus                          # Deliveroo Plus
deliveroo.com/grocery                       # Grocery & retail
deliveroo.com/offers                        # Current promotions
deliveroo.com/rider                         # Rider signup
deliveroo.com/restaurants/partner           # Restaurant partner signup
restaurant-hub.deliveroo.com/              # Partner portal
deliveroo.com/settings  # Settings
deliveroo.com/account  # Account settings
deliveroo.com/account/security  # Security settings
deliveroo.com/billing  # Billing & subscription
deliveroo.com/notifications  # Notification preferences
deliveroo.com/help  # Help center
deliveroo.com/help/{topic}  # Help article

Search & Filter

  • Restaurant Search: By name, cuisine, dish name
  • Cuisine Filter: Pizza, Sushi, Indian, Chinese, Burgers, Healthy, Vegan, etc.
  • Sort: Recommended, Rating, Delivery Time, Distance, Delivery Fee
  • Dietary Filter: Vegan, Vegetarian, Gluten-Free, Halal
  • Price Filter: £ / ££ / £££ price range indicators
  • Offers Filter: Show only restaurants with active promotions
  • Free Delivery: Show only free delivery or Plus-eligible restaurants
  • Grocery Search: Product search within specific stores
  • Reorder: Quick-reorder from past orders (1-tap)

Responsive Behavior

Breakpoint Behavior
Mobile App (primary) Bottom tab bar; scrollable restaurant cards; full-screen restaurant menu; live tracking map
Tablet Grid restaurant layout; expanded menu view; split cart + menu
Desktop Web Horizontal restaurant grid; sticky cart sidebar on restaurant page; wider checkout
Mobile Web Responsive web app; prompts to download native app; same functionality as app

Access Control

Role Capabilities
Guest (no account) Browse restaurants and menus; must create account to order
Registered User Order food, track delivery, save addresses, rate, view history, use promos
Plus Subscriber Free delivery above threshold, reduced fees, member-only offers
Rider Accept/reject deliveries, navigate, earn per delivery, track earnings
Restaurant Partner Manage menu, accept/reject orders, view analytics, run promotions, manage hours
Restaurant Manager Multi-location management, team access, financial reports
Deliveroo Staff Manage platform operations, support, restaurant onboarding, pricing
Business Account Company ordering, expense tracking, employee meal programs