A restaurant that joins Deliveroo and wants to gain visibility must act right from the start to align with the platform’s algorithmic requirements. That’s the conclusion of two researchers, including Joaquin Rodriguez from Grenoble Ecole de Management. They analyzed the mechanics of “algorithmic visibility” and identified effective strategies to improve it.
Interview with Joaquin Rodriguez, Assistant Professor at Grenoble Ecole de Management (GEM)
Why are the competitive rules between restaurants so different on Deliveroo compared to the traditional economy?
Joaquin Rodriguez: On an online platform, you face many more competitors than in traditional food service. To stand out, you either pay to gain additional visibility — if you can afford it — or you try to comply with the algorithm’s rules to improve your so-called “organic” visibility. But since Deliveroo doesn’t disclose these rules, restaurants have to learn through trial and error.
But Deliveroo does help new restaurants by giving them extra exposure during their first month on the platform…
J.R.: Yes, but after 30 days, the visibility and sales of new entrants drop sharply. This was the case for 78% of the 3,800 UK restaurants we observed over an 11-month period for our study. They disappear from users’ suggested options, and it’s very hard to climb back up afterwards. That’s why understanding the algorithm’s mechanics is key to better directing one’s efforts — which was precisely the aim of our research.
What are the main takeaways from your study?
J.R.: Deliveroo gives more visibility to restaurants with richer offerings — menus, dishes, set meals, etc. — and those that keep evolving, for example by adding new items, promotions, or weekly specials. It also rewards restaurants that are the most active on the platform. If you focus mainly on your dine-in customers and only connect to Deliveroo during your off-peak hours, you’ll be less visible than if you offer delivery through Deliveroo every day.
Why does the platform have these requirements?
J.R.: Deliveroo has a better chance of increasing its revenue with restaurants that make strong efforts to capture customer demand — which is by nature uncertain and changeable — than with those that stick to a basic, unchanging offer. As for platform activity, it feeds the algorithm with new data and helps it assess each restaurant’s potential. Those it knows little about are pushed to the background.
What advice would you give to restaurateurs considering joining Deliveroo?
J.R.: Don’t think you can “deal with visibility later” after the first month. The initial preferential treatment is just a temporary bonus — it doesn’t replace your own commitment. Don’t launch with three dishes “just to see” and wait for results to scale up: you need to enter the platform when you’re ready to deploy a rich and varied offer. This strategy may feel risky, as restaurateurs must organize and invest without knowing their exact return, but it maximizes their online visibility.
Publication
Rodriguez, J., & Piccoli, G. (2025). Improving Algorithmic Visibility Through Competitive Repertoires When Entering Platforms. Information Systems Management, 42(3), 365–383.
Snapshot bio
Joaquin Rodriguez is an Assistant Professor in the “Information Systems for Society” research team at Grenoble Ecole de Management. His research focuses on digital transformation and strategic digital initiatives.
Associated GEM programs
▶ MSc in Managing with Data and Artificial Intelligence
▶ Master in Management – Grande Ecole Program
- Big Data
- GEM Research
