Seham AlHusaini

Can you provide an overview of Deliveroo’s journey and its experiences in Kuwait?

Deliveroo, established in 2019 in Kuwait, is a relatively young player in the market. The company’s unwavering commitment to customers, food, and food delivery has consistently stood out in my interactions with its team. Although Deliveroo operates as a global tech, food, and logistics company, it primarily identifies itself as a definitive food company. Since its launch in Kuwait in 2019, Deliveroo faced the challenge of launching amidst a pandemic. However, demand for food delivery increased significantly, and restaurants sought additional support. Deliveroo’s strong positioning allowed it to partner with renowned brands like Starbucks, which had previously not ventured into delivery services. Over the years, Deliveroo has consistently embraced a fast-paced and groundbreaking approach, always striving to innovate and succeed in every market it operates in.

How did you successfully identify and attract your customer base in Kuwait?

The core focus for us has always been the consumer value proposition (CVP). Before even considering building awareness, we prioritized creating something genuinely valuable. Our CVP encompasses three key aspects: selection, service, and value. First, we thought about selection—namely how diverse our range of restaurants and offerings is and what our platform provides in terms of choice. Second, we considered the service aspect, namely ensuring prompt delivery for customers and a reliable call center for assistance. Finally, we examined the value element, primarily the price point we are offering, discounts, and promotions. Our strategy was straightforward: build a strong CVP, generate buzz around it, and then focus on marketing. Operational excellence was as crucial as the number of restaurants on our platform. We maintained this determined attention to detail from the start, even when we were processing only a few hundred orders daily. I personally reviewed each order, ensuring timely deliveries, and, when necessary, wrote handwritten apology notes to customers for late deliveries. Although we have since scaled up significantly, this dedication to the customer experience remains embedded in our values and culture. In the realm of food delivery, where timing is critical, getting the customer experience right requires constant vigilance. It is a principle we continue to uphold.