Commercial Impact
PwC helped Deliveroo transform its Procurement function by combining advanced sourcing technology, analytics and game-theory-led tendering to reshape supplier relationships and strengthen commercial performance. The programme improved strategic capability, enhanced governance and created a scalable sourcing model that positioned Procurement as a more influential, value-driven function across the business.
Following rapid growth during the COVID 19 pandemic, Deliveroo faced a pivotal moment. With a new CFO in place and a public commitment to improve profitability, the business needed to deliver a significant uplift in EBITDA through a major reduction in non people operating expenditure. Procurement was central to this ambition, yet the function lacked the visibility, tools and strategic capability required to drive meaningful commercial outcomes. Supplier contracts were fragmented, many were short-term, and negotiations often relied on limited data and inconsistent processes. Although Deliveroo had invested in an advanced tendering platform, the team was not equipped to use it effectively, and the organisation needed a transformation that could deliver immediate impact while building long term capability.
PwC was engaged to help unlock the full potential of Deliveroo’s technology investment and support the Procurement function to deliver the savings required to meet investor expectations. Drawing on its Sourcing Optimisation methodology, PwC brought together procurement specialists, game theory experts and technology practitioners to identify the categories with the greatest opportunity for value. A detailed spend review highlighted Contact Centre operations as the strongest candidate for transformation: a large, long standing category operating on an outdated pricing model that no longer reflected market norms.
PwC combined deep sourcing expertise with category specialists in Contact Centres and logistics to redesign the commercial model, shifting from headcount based pricing to outcome based structures aligned to performance metrics. Game theory techniques were translated directly into the tendering platform’s functionality, creating structured competition between suppliers, and signalling the client’s intent to reshape the supply landscape. Carefully timed feedback rounds and transparent data insights encouraged suppliers to refine their proposals, while PwC supported Deliveroo’s Procurement team to navigate sensitivities around long standing supplier relationships. This included coaching on stakeholder engagement, helping the team build confidence in the case for change and strengthening alignment across the business.
As part of the transformation, the Sourcing Optimisation work created significant EBITDA improvement opportunities for Deliveroo which can now be translated to the wider DoorDash group. The scale of impact far exceeded typical benchmarks for procurement activity in the online food delivery sector, demonstrating the power of combining advanced sourcing technology with gametheoryled competition design. The success of the programme also strengthened the credibility of Deliveroo’s Procurement function, which gained new skills, improved processes and a repeatable methodology that can now be applied across other categories.
Beyond the immediate financial opportunity, the programme has left Deliveroo with a more capable and strategically positioned Procurement function. The team now has the tools, insights and operating model to deliver sustained commercial value, supported by a technology platform used to its full potential. The transformation has also improved cross functional relationships, enhanced governance and created a blueprint for future sourcing activity. The programme’s success has attracted positive attention from industry commentators, reinforcing Deliveroo’s position as a leader in procurement innovation.
Most importantly, the work has demonstrated the tangible commercial impact that strategic procurement can deliver, supporting Deliveroo’s commitment to investors, and enabling the business to drive long-term value.
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