How Did Deliveroo Gain 5,000+ Orders Per Month from Campaign Optimization?
Consolidating 100+ Braze canvases into one scalable template unlocked A/B testing and saved 30+ hours per week—proving that infrastructure efficiency drives revenue.
Quick Facts
Key Takeaways
Consolidating 100+ Braze canvases into one template saved 30+ hours per week in maintenance
A/B testing infrastructure unlocked 5,000+ incremental orders per month from two winning variants
Centralized control sheets eliminate human error and enable instant campaign updates across all markets
Deliveroo is a leading three-sided marketplace offering food and grocery delivery in under 30 minutes. Operating in 10 countries with 160,000+ restaurant partners and 100,000+ riders, the company manages high-volume communications across multiple audiences and channels.
They were already using Braze for omni-channel engagement. But their setup couldn't keep pace with growth.
100+ Braze Canvases Made Testing Impossible
The Business Problem
Deliveroo's Braze implementation had accumulated thousands of separate canvases—each requiring manual updates for every campaign change. A/B testing was practically impossible.
What Was Broken?
The setup worked at small scale. At Deliveroo's scale, it was unsustainable.
One Master Template to Rule Them All
We took Deliveroo through our standard diagnostic process before touching any configuration.
Requirements & Principles
We documented core business requirements and project principles. We analyzed the existing Braze implementation, identifying what worked, what didn't, and what couldn't scale.
Template Architecture
We designed a single master canvas template that accommodates all market and segment complexity through nested content blocks, connected content calls, and a centralized control sheet for copy, voucher amounts, and market-specific variables.
A/B Testing Framework
We built the template specifically to support testing. That meant ruling out any component that would interfere with statistical analysis or prevent testing across cohorts.
QA & Launch Process
We designed a QA workflow that lets the team test changes to live canvases without disrupting control groups or resetting reporting.
Training & Handoff
We project-managed the build, created the Liquid logic and content blocks, and trained the Deliveroo team to deploy the template across other lifecycle campaigns.
5,000+ Additional Orders Per Month
Additional Outcomes
"GrowthBench's rigorous process, project management, and deep technical expertise have helped us develop more efficient and scalable lifecycle campaigns, solving a major headache for the team. We continue to trust GrowthBench to support some of our most technically challenging Braze projects."
