Customer Success Story

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Fountain automates the engagement of
delivery drivers to give Deliveroo a big
advantage in a competitive gig economy market
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From founding to 5th largest food delivery company in the world in 3 years

Since its inception in 2013, food delivery startup Deliveroo has
become one of the largest food delivery companies in the world. They
have raised $860 million dollars and serve 12 countries and counting.

This exceptionally fast growth has been fueled by Deliveroo’s 30,000
riders across the globe, about half of which work in the UK. Operating
in some of the most competitive and metropolitan cities in the world,
Deliveroo is constantly fighting to be the preferred company of riders in
cities such as London, Paris and Melbourne, above competitors such
as UberEats and Just Eat.

Tom Morrison, Deliveroo’s Head of Supply Operations, leads the team
responsible for supplying all 120 markets across the UK and Ireland.
He has been using Fountain for almost 3 years and says that Fountain
is indispensable to his team.

Tom Morrison
Head of Supply Operations for the UK and Ireland

Customer Success Story

Cutting time-to-onboard in half

• Reduced applicant screening time by 250%

• Allowed team to process 10,000 applicants per week

Customer Success Story

Today, Deliveroo handles up to 10,000 applicants per week just to
maintain its rider pool & growth. In order to process this volume, the
team has worked to develop an efficient and streamlined application
flow.

Previously, it could take 3.5 weeks on average to onboard each rider.
Now, diligent applicants can make it through the whole process in a
single day. “In today’s competitive work environment, the longer and
harder the application and onboarding process is for an applicant, the
lower conversion rate you will see. The applicant gets bored, they drop
out, they get another job, they’re not engaged, which makes the
challenge of meeting demand even harder. With a shorter process, we
get riders on the road quicker.” Morrison said.

So how has he achieved a 250% reduction in the time taken to
onboard riders? By automating most of the process.

Automating the process to deliver a pool of qualified applicants on-demand

Customer Success Story

Instead of having his team sift through each application, call each
applicant, and manually prod them to submit information, complete
documentation, and set up background checks, the entire front end of
the process is now completed automatically.

Today, an applicant moves from stage to stage seamlessly When they
arrive in the queue for the Engagement Team to onboard, they have
already passed all relevant background checks, completed a set of
online learning questions, submitted their bank details, provided all of
their relevant personal information, and signed a supplier agreement.
The final in-person steps are limited to Right to Work verification and
picking what safety kit each rider wants before they get on the road.

This automated process also allows Deliveroo to easily ramp up rider
supply in periods of high demand while maintaining a rigorous
onboarding and screening process.

A/B testing and adjusting the screening process to improve conversion rate

“

Fountain has not only allowed us to manage
more applicants, but it has allowed us to test
and adjust our process over time, which is the
most important thing for a growing company
” — Tom Morrison, Deliveroo’s Head of Supply Operation for the UK and Ireland

Customer Success Story

In the past, Deliveroo considered building an onboarding solution inhouse, as several competing companies have done, but he decided
that it would be far more costly and less flexible to do it that way. The
biggest factor is the ability to easily test different tactics to increase
conversion rates, like reordering the steps in the application process
or changing the communication pattern.

Tom stated, “Fountain has not only allowed us to manage more
applicants, but it has allowed us to test and adjust our process over
time, which is the most important thing for a fast growing company.”

He doesn’t need to go through a time-consuming process with
engineers scoping out requested changes and trying to schedule
them weeks in advance. Instead, completely non-technical members
of his team can change workflows and create A/B tests. This flexibility
has allowed Tom and his team to hone their strategy to keep up with
the fast-growing demand.

Seamlessly integrating all of the other technologies

Tom uses a variety of technologies to manage different portions of the
rider onboarding process, and Fountain integrates seamlessly with all
of them. Like many companies, Deliveroo uses a variety of internal and
external support systems for background checks, learning materials
and document signing.

Customer Success Story

Applicant data flows between all of these systems automatically
with no need for double entry or spreadsheet imports.

This was immensely important to Tom because without these
integrations the process would need to be much more manual.

Stats box

What Deliveroo has accomplished with Fountain

Customer Success Story

• Reduced time taken to onboard riders by 250%
• Integrated with background check, training, and
e-signing software
• Allowed team to process 10,000 applicants per week
• Provided easy A/B testing to increase conversion rate