Deliveroo’s walker program is transforming the walking habits of HongKongers, who can maintain their health while earning some extra money, revealed Enterpriseinnovation.net in an article published on May 14, 2018.
The principle is simple: Consumers have to walk to get their food ordered via Deliveroo mobile application directly at the restaurant. The British delivery company offers a referral fee of HKD150 (€16; US$19) to new walker applicants after they complete 30 orders and HKD350 (€38; US$45) to those who referred the new walkers.
Over the last twelve months, the fleet has grown by 7 times to more than 150 walkers, constituting about 15% of the company’s fleet.
A machine learning algorithm to improve the walkers experience
To attract more walkers, Deliveroo has rolled out a new assignment distribution system. Delivery orders are now assigned by Frank, a machine learning algorithm that helps predict the timings, including how long it will take to prepare, collect and deliver the food.
The average time walkers spent waiting at restaurants dropped by 30%
This new system resulted in a 30% reduction of the average time walkers spent waiting at restaurants, and a 30% increase in the share of orders assigned to walkers. As a result, the average hourly earnings of walkers have increased by 14% in just one month since the roll-out.
Younger participants make up the majority of Deliveroo’s walker fleet, but the company insists that its flexible, health and environmental friendly program is geared to all generations.
Hong Kong: a city suitable for walking
The number of walkers should grow to 25% of the Deliveroo’s fleet by the end of 2018
« Hong Kong is the first market where Deliveroo launched the walker program, » Brian Lo, general manager of Deliveroo Hong Kong, said (source: Enterpriseinnovation.net). « Unlike most biking-friendly European cities, Hong Kong is hilly and has a high population density, which makes it easier and more convenient to walk. We look forward to growing the number of walkers to 25% of our fleet by the end of the year, and offering Hongkongers a chance to earn some money while leading active lifestyles. »
Deliveroo launched its walker program in Hong Kong in December 2015. City’s constantly evolving walkways, hillside elevator systems, pedestrian networks, improved accessibility to nearby destinations and easy way-finding lend themselves perfectly to this device.
The government’s efforts to improve pedestrians’ experience and develop a smarter city will also give this initiative further impetus in the years to come.