Lessons in Localization: Deliveroo


The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.

In today's Lesson in Localization, we look at how Deliveroo does localization.

A lesson by Laszlo Varga.

About Deliveroo

Deliveroo is a British online food delivery company founded in 2013. Today, Deliveroo operates a hyperlocal three-sided marketplace, connecting local consumers, restaurants and grocers, and riders to fulfill a mission-critical, emotional purchase in under 30 minutes. By offering fast and reliable delivery which consumers can track online, Deliveroo has grown rapidly. Deliveroo now operates in 10 markets worldwide: the United Kingdom, France, Belgium, Ireland, Italy, Singapore, Hong Kong, the United Arab Emirates, Kuwait, and Qatar, working with thousands of restaurants and grocers, thousands of riders, and serving millions of consumers. 

Yngvild Trøan, Cristina Marín Garcés and Maiju Nurminen, all UK-based localization managers at Deliveroo, provided very interesting insights for a new Nimdzi Lesson in Localization.


Deliveroo's culture is user-focused, leading to vital localization efforts that cater to diverse customer needs.

Localization is seamlessly integrated into Deliveroo's tech and experience teams, fostering close alignment with designers.

Collaborative efforts among managers, designers, and local teams ensure quality in localization, bolstered by compliance and proactive design-based checks.

Deliveroo’s loc team values internal efficiency and work prioritization while making space for innovative localization initiatives.

The loc team aims to amplify its strategic role by influencing broader operations beyond traditional localization functions.

The integration of local market insights enhances the quality and effectiveness of Deliveroo's localization practices.

Deliveroo partners closely with freelancers and an LSP, fostering a collaborative and effective supply chain approach.

Vendor satisfaction rates are exceptionally high at Deliveroo, grounded in strong collaboration, regular updates, and direct engagement with freelance vendors.


Fast facts:

Included in this Lesson in Localization

  • Localization at Deliveroo: an overview
  • Culture
  • Organization
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting initiatives


This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

This Lesson in Localization was prepared by Nimdzi's Laszlo K Varga. If you wish to learn more, reach out to Laszlo at [email protected].

11 November 2023

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