Case study on Deliveroo that got benefit from AWS

Deliveroo, a London based, British online food delivery start-up founded in 2013. Currently, it is serving in 14 country’s 84 cities in the UK, Belgium, Ireland, Netherlands, France, Australia, Singapore, United Arab Emirates, Germany, Hong Kong, Spain and in Italy.

Now Deliveroo is all set to enter the Indian local market. The Deliveroo start-up earns money from the restaurants by charging a commission fee and from customers too by charging a price per order.

With the flexibility of AWS, we can say we want to scale not just the entire operation up or down, but on a feature-by-feature basis. Being able to say how we want each one to respond to change in demand is pretty huge”

Dealing with the spikes is just one of its challenges though. Deliveroo turned to AWS to prepare for the future and differentiate with a great customer experience, as well.

• To meet demand on backend and frontend apps, it moved to a containers architecture based on Amazon’s Elastic Container Service (ECS) and
• Elastic Kubernetes Service (EKS) for the load balancing, monitoring, and storage it needed.
• It also migrated its PostgreSQL databases to Amazon Aurora, with its improved throughput and scalability.
• A serverless architecture using Amazon DynamoDB to publish into managed Kafka clusters now meets Deliveroo’s variable demand on backend and customer-facing apps.
• Deliveroo uses Amazon SageMaker to recommend restaurants, products, and features to users based on their past orders.

Benefits of AWS

• Reduced food delivery times by 20%
• Flexible response to surges
• Reduced costs
• Better personalization
• More efficient dispatch
• Improved ML training

Deliveroo has gone all in on AWS, using it for compute and database, creating and testing ML functionality, personalizing features, customer contact centers, and intelligently dispatching drivers. It now plans to migrate services currently with other providers.

“It simplifies things from an architectural point of view and means we don’t have to manage the data flow between systems managed by different vendors, and all of the headache that comes with that,” says Sprunt.

AWS also frees up development staff on the backend.

By using AWS, Deliveroo has ensured it can continue to innovate without risking operational excellence. With 650 percent year-on-year growth, Deliveroo has found a balance that works.

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