Will Deliveroo get its just deserts when it IPOs?

Will Deliveroo get its just deserts when it IPOs?

Claire Walker

Claire Walker

The Deliveroo IPO boycott could be far reaching, and have implications far beyond the tech industry as fund managers slate their ethical stances. As experts in reputation shaping for tech-driven business, Firefly and I are watching closely.

A growing number of institutional investors* have boycotted the IPO, citing the Deliveroo employment practices as a ticking timebomb which makes the company uninvestible.

Certainly, with the recent Uber news of greater legal rights being given to its riders and drivers, there is an element of reputational and legal risk if Deliveroo does not change the business model, and an element of financial risk if it does, as Deliveroo’s profit margin is already very slim.

Interestingly, while Deliveroo may yet stumble on this issue of gig economy practices, its competitors such as Just Eat offers full employment contracts to all its UK-based riders.

Deliveroo offers a great service which I have enjoyed many times, and it has a highly motivated and award-winning in-house PR team. Hopefully the team has CEO, Will Shu’s ear on resolving or counteracting the reputational damage and criticism. There is no doubt it’s special, exciting and encouraging to see a British business list on the London Stock Exchange. We wish Deliveroo well. We also wish it looks after its workers more fairly.

We’ll see what gets served up when shares trade, we’ll share more views after that.

Share this story:

Read more from the blog

Charlotte Stoel

The Impact of AI in Journalism

How is AI shaping the future of journalism? We attended AI Summit London to discover the latest insights from Reuters and The Times. Moreover, what does this mean for the future of comms? ...Read more

Charlotte Stoel
Charlotte Stoel
Blog

Five Steps to Shaping Your Reputation Strategy

Looking to implement a reputation shaping programme? Here are five key steps you need to take into consideration. ...Read more

Selina Jardim
Selina Jardim
Blog

Professional Wrestling – Lessons for Successful PR Campaigns

At first glance, public relations and professional wrestling seem worlds apart. However, there are actually quite a few lessons the comms industry can take from the world of wrestling. ...Read more

Emily Royle
Emily Royle

Add a comment

Time limit exceeded. Please complete the captcha once again.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information