Operations Management: UberEats v Deliveroo (Case Study)

Task Assesses the operations and potential of two food delivery companies (UberEats v Deliveroo, or you may choose any two local examples in the same field to discuss) based around complex tech-based supply chain and logistics operations. Deliverable Assume that you are representing Deliveroo (or the established food delivery app in your country) and advise on how to improve operations in response to the threat presented by the rival UberEats (or another combined food and taxi company in your country). In your analysis, reflect on the growth of both organisations, discuss the nature of the operations and how these impact the choice of strategies, the role of technology in their current strategies and what they should do going forward. You may choose any method you like to do so, by looking at strategic, financial and industry trends and using any analysis tools you like such as 4-stages, SWOT, the SCM classifications from class, value chain arguments, etc.

Learning outcomes

• Identify and critically assess the strategic factors implicated in the choice of operating methods
• Assess the merits and limitations of specific tools and techniques of operating systems
• Explore and critically assess the development of manufacturing and service operations management as a subject, and the strategic concerns of including inventory management involved in operations decisions

Reading Resources

Useful reading resources that will help you do some extra research. Do add your own research to find out what has happened since the articles were written, and to identify relevant frameworks to help structure your answer.

Dark kitchens: Where does your food delivery really come from? | CNBC Reports
https://www.cnbc.com/video/2020/01/31/dark-kitchens-where-does-your-food-delivery-really-come-from.html

How online food delivery is reshaping the restaurant market | ABC News
https://www.abc.net.au/news/2018-04-13/the-dark-kitchens-of-food-delivery-apps/9642460

Deliveroo CEO on the Global Food Delivery Business | Bloomberg
https://www.bloomberg.com/news/videos/2019-06-12/deliveroo-ceo-on-the-global-food-delivery-business-video

Food Delivery Market
https://www.ft.com/content/9bcfcbaa-bd8f-11e8-8274-55b72926558f
https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery
https://www.theverge.com/2016/3/8/11171894/paris-food-delivery-apps-french-cuisine-foodora-deliveroo-uber-eats

UberEats
http://uk.businessinsider.com/why-uber-launched-uber-eats-2016-3

Deliveroo
https://thebusinessoftech.wordpress.com/2016/05/08/deliveroo/

Academic Paper
https://hal.archives-ouvertes.fr/hal-01589316/document