With the recent launch of Uber Eats' Success Score, every delivery platform in the United Kingdom now has its own programme aimed at rewarding restaurants according to various criteria, and and penalising those that do not meet these criteria.
βButwhat is the purpose of these scores and how do they work?
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To continue attracting customers to their platforms and to maximise order volumes, delivery platforms reward restaurants that maintain similar prices to those charged in their physical locations, and that offer a clear and complete menu.
One of their main challenges is to avoid restaurants significantly increasing their prices on the platform. To address this, delivery platforms collect in-store prices and calculate the mark-up rate based on the difference between prices shown on the app and those charged in the restaurant.
Delivery platforms also know that customer satisfaction is essential to building loyalty, and that this depends, once the order has been placed, on both a smooth delivery experience and food quality. They therefore also take into account restaurant reliability, meaning the percentage of error-free orders, as well as customer ratings of the food, when calculating a restaurant's score.
Attract, convert and retain customers. These are the three objectives behind Deliveroo and Uber Eats programmes.
π Here is an overview of how the Deliveroo Value Programme, the Uber Eats Success Score and the Just Eat Performance score work.
Uber Eats Success Score
Launched in the United Kingdom in August 2025, this score is based on:
- π Operational excellence, which includes the correct handling, accuracy and punctuality of orders, as well as food quality over the past 84 days.
- π Price mark-up, which is the difference between the prices displayed on Uber Eats and those charged in the restaurant.
- π Menu clarity, calculated by the percentage of items with descriptions and/or photos.
- β The average customer rating over the past 90 days.
- β»οΈThe use of recyclable packaging (not yet applied in the United Kingdom).
This score places restaurants into one of five levels: Insufficient, Fair, Good, Very Good, Excellent.
It is recalculated on the first of every month and determines the restaurant's visibility on the platform, access to marketing tools, and the financial incentives granted by Uber Eats.
Below is a summary of access rights and benefits according to the score.
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In summary:
- Insufficient: no financial or visibility benefits. No possibility of running promotional offers or sponsored ads.
- Fair: access to marketing tools allowing offers and ads, but no benefits. Restaurants pay the full cost of offers (see below).
- Good: access to marketing tools, presence in additional carousels, 50% reduction in offer fees in the United Kingdom.
- Very Good: access to marketing tools, increased visibility (carousels, badges, promotion in marketing campaigns sent by email to customers), and a 50% reduction in offer fees in the United Kingdom.
- Excellent: access to marketing tools, ad budgets funded by Uber Eats, co-financing of certain offers by the platform, increased visibility (carousels, badges, promotion in marketing campaigns sent by email to customers), reduced commissions, and exemption from offer fees.
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Uber Eats offer fees
Alongside the success score, Uber Eats has also introduced offer fees.
These Β£0.75 excluding VAT fees, charged to restaurants, apply to every order containing a promotional offer.
As indicated in the details of the benefits of each success score level, these fees may be reduced or even waived.
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Deliveroo's Value Programme
Launched in 2024, the Deliveroo Value Score rewards restaurants that maintain prices similar to those charged in-store and that perform well in operations and product quality. It also penalises "poor performers" by limiting access to certain marketing features and reducing online visibility.
This score takes into account:
- π Price mark-up.
The mark-up must be below 10% between prices on Deliveroo and in the restaurant to qualify for a Good score, and equal to 0% to obtain a Great score. - π΄ Service quality, which considers incorrect, delayed, rejected and cancelled orders.
This is measured as a global percentage not to be exceeded. - π Product quality, evaluated through customer ratings.
The minimum rating is 4.5/5 to qualify for Good and Great scores, in the UK.
Updated on the 5th of each month and based on the previous month, this score places restaurants into five levels: Action, Improve, Okay, Good, Great.
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βInsummary:
- Action: reduced organic ranking, limited access to promotional offers at first, then quickly banned from offers and sponsored ads. High risk of account suspension if no improvement.
- Improve: reduced organic ranking, limited access to promotional offers at first, then removal of promotional offers and sponsored ads.
- Okay: access to marketing tools without restrictions, but no benefits and no penalties.
- Good: access to marketing tools and additional audience targeting (potential and existing customers) for promotional offers, increased visibility (label "Good Deal", additional "value-for-money" carousels, priority placement in offer carousels). The restaurant is also eligible for Midweek Special offers the first 2 Wednesday of each month.
- Great: access to marketing tools and additional audience targeting (potential and existing customers) for promotional offers, increased visibility (label "Good Deal", additional "value-for-money" carousels, priority placement in offer carousels). The restaurant is eligible for Midweek Special offers every Wednesday.
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Deliveroo Midweek Special offers
These offers, operated by Deliveroo in the United Kingdom, aim to reward restaurants with a Good or Great score, which means those that offer prices are similar to those in restaurants and provide a certain level of service quality.
These offers:
π― are fully funded by Deliveroo,
π·οΈ offer a 30% discount on the entire restaurant menu (up to Β£10) to restaurant new clients and lapsed clients,
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take place every Wednesday from 4:30PM to 6:30PM for restaurants with a Great score, and the first 2 Wednesday of each month for restaurants with a Good score.
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Just Eat Performance Score
The Just Eat Performance Score takes into account:
- β The food rating. The item quality rating average for the last 3 months.
- βΈοΈ The order cancellation rate, in the last 30 days.
- π The on-time openings, based on comparing the opening and closing times in the last 30 days to the business hours listed in Just Eat.
- ποΈ The menu items that currently contains photos.
- π The menu items that currently contains descriptions.
This score doesn't yet reward or penalize restaurants, but as indicated by Just Eat, this should soon be the case.
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How to reap the benefits and maximise profitability?
The challenge for restaurants is to take advantage of the benefits introduced by platforms through these scores, while at the same time maximising profitability π°.
Maintaining in-app prices aligned with in-store prices, while paying commissions, offer fees on certain platforms, advertising costs and promotional expenses, yet still remaining profitable, has become a real balancing act.
To maximise sales and to benefit from the advantages offered by platforms, it is essential to maintain price consistency between delivery platforms and in-store menus. But it is also crucial to use platform marketing tools wisely, to avoid an explosion of costs linked to promotions.
A tool like Flynt allows a restaurant to adjust its marketing actions on delivery platforms according to its activity π.
You can launch promotional offers and ads, pause them, and automatically adapt their intensity based on specific criteria, in order to optimise profitability and avoid useless costs.
Shall we show you how?
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