Deliveroo, Just Eat and Uber Eats, run as one portfolio

Each storefront is a separate business to the platform hosting it: its own ranking signals, its own ad auction, its own promotion calendar, its own ratings to defend, its own menu going quietly out of date. A third platform does not add a third more work. It adds another complete set of everything, while your hours stay fixed.

The failure mode is three storefronts each run at partial attention. Two well-run listings beat three neglected ones, and the fix is usually sequencing rather than spending more.

By measuring each storefront against your own baseline from before we started, then ranking them on what they return rather than what they turn over. A listing producing steady orders at a thin margin is a different proposition from one producing fewer orders at a healthy margin, and budget should follow the second.

Inside each storefront the same logic applies to the clock: spend is paced into the hours and weekdays where that listing can actually win orders, and pulled out of the hours where it cannot. Across the stores we manage, that pacing is part of roughly 30% less wasted ad spend, with return on ad spend reaching up to 14x on the strongest.

None of it runs by itself. Each week you receive a plan naming the offer, the items, the platform and the expected effect. You approve it, then we execute it.

A five-site group across three platforms is fifteen storefronts, and that is where portfolio management becomes arithmetic rather than opinion. Some decisions belong to the brand: menu structure, photography, item naming, combo design. Others are strictly local: which hours are worth bidding on, which offer suits that catchment.

We separate the two on purpose. Brand-level work is done once and rolled out to every site and every listing, so a menu rebuild is not repeated fifteen times. Site-level decisions stay local, and every storefront keeps its own baseline, so a strong location cannot hide a weak one inside a group average.

That we can run the platforms, not that we have a British case study: we do not have one yet, and an invented one would not be worth reading. Across our 60+ active partners in the Netherlands, orders grow 40% on average over six months, no partner has grown less than 30%, and some locations have passed 200%.

What transfers is the mechanics. The merchant tooling behind Uber Eats, Just Eat and Deliveroo differs in the details from market to market, but it works on the same principles: ranking still rewards conversion and reliability, and a menu rebuild still fixes the same things, from photos and item order to descriptions, combos and modifiers. Across the stores we manage, menu conversion has doubled after a rebuild.