Deliveroo now lets you book restaurant tables, not just order food. The takeaway giant has launched a new reservation service in London, marking a significant strategic pivot away from its core delivery model as it seeks to become a one-stop shop for dining out.
The feature, called Deliveroo Reservations, goes live on Thursday and allows users to secure tables at a curated list of prominent London eateries including Dishoom, Dove, Hide, Kricket, Barrafina and Kolae. Customers can browse real-time availability and book instantly through the app, with a dedicated ‘What’s available tonight’ section designed to capture spontaneous dining plans.
How the booking system works
The technology powering the new service comes from SevenRooms, a guest experience platform that Deliveroo’s US parent company DoorDash acquired for approximately £900 million ($1.2 billion). SevenRooms is a well-established hospitality software provider serving more than 13,000 venues globally and integrating with over 100 industry solutions including major point-of-sale systems. Its platform handles reservation management, customer relationship management (CRM) and marketing automation, all of which will now be accessible through the Deliveroo app.
Deliveroo said the integration has been designed to make the booking process as frictionless as possible. Users can pre-fill booking forms with information already stored in their Deliveroo accounts, add reservations directly to their phone calendars, and opt in for cancellation alerts that notify them if a fully booked table becomes available at the last minute. The system also provides live table availability so diners can see exactly what slots are free without having to call or email the restaurant.
Joel Montaniel, vice president and co-founder of SevenRooms, said the partnership gives London restaurants “a new way to connect with diners and grow, while making it easy for consumers to discover and book great restaurants.”
The move addresses what industry data describes as “reservation fatigue” among Londoners. Research cited by Deliveroo found that 56% of residents have abandoned spontaneous dinner plans because of the administrative hassle of booking, and 73% said they would eat out more often if the process were simpler. The new feature aims to solve that by embedding table reservations directly into an app millions already use for food delivery.
From deliveries to dining rooms
The launch represents the first phase of a broader UK-wide rollout planned for later this year, and is central to Deliveroo’s ambition to grow beyond its established takeaway model. The company, which was acquired by DoorDash for £2.9 billion last year, has been actively diversifying into grocery and non-food retail. Grocery delivery now accounts for 16% of its gross transaction value (GTV), up sharply from previous years, and the company reported a profit of £3 million in 2024 — a significant turnaround from a £32 million loss in 2023 — alongside its first year of cash generation. Revenue reached £2.07 billion last year, up from £2.03 billion in 2023.
The integration of SevenRooms follows DoorDash’s own expansion into restaurant bookings on its platform in the United States late last year, setting a precedent for Deliveroo’s latest venture. Suzy McClintock, vice president for consumer and new verticals at Deliveroo, said: “This launch is about supporting restaurants to grow in new ways. Whether it’s a Deliveroo order or a reservation in store, we want to drive discovery, demand and revenue across every channel. By fully integrating SevenRooms into the Deliveroo app, we’re giving restaurants access to new customers and giving diners an easier way to discover and book some of London’s best tables – all in one place.”
Deliveroo’s strategy also includes strengthening its loyalty programme. The ‘Plus’ subscription service gained 200,000 new subscribers in its first month and the company has set a target of becoming a ‘Plus-first’ model by 2026. DoorDash’s own advertising business crossed $1 billion in annual revenue in 2024, and analysts expect that infrastructure to be layered onto the Deliveroo app as part of a broader push to create a comprehensive “Commerce Platform” that supports local businesses across delivery, dine-in reservations and digital marketing.
