How Wayfindr Supported Deliveroo's APAC Supply Chain Across Four Markets

How Wayfindr Supported Deliveroo’s APAC Supply Chain Across Four Markets

“I was fortunate to work with the directors and the wider Wayfindr team during my time at Deliveroo . Throughout our time working together, Wayfindr felt like an extension of the internal Supply Chain Team. They were always there to problem solve and right solution at the right time – no problem was too big or too last minute for us to solve together. Nick, Chris and the wider Wayfindr team would always be my first port of call for any supply chain needs in the future.”

Rowan Lennox

Supply Chain Manager

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Background

Deliveroo APAC: Building a Scalable Logistics Operation Across Asia Pacific

Deliveroo launched in Hong Kong in 2015 and grew quickly. As the restaurant and rider network expanded, so did the complexity of keeping it supplied and operational. Rider equipment, restaurant hardware, packaging materials and branded kit all needed to move reliably across a growing number of locations and markets.

What Deliveroo needed at that stage wasn’t just a logistics provider who could handle the volume. They needed a partner with enough expertise to help design the right solution for a business growing at a pace that most logistics setups aren’t built to absorb. The requirements would keep changing as new markets came online and the operation matured, and the logistics model needed to be flexible enough to change with them.

That’s when Deliveroo brought Wayfindr in.

Problem

Scaling a Multi-Market Logistics Operation Across Hong Kong, Taiwan, Singapore and Australia

When Deliveroo first came to Wayfindr, the immediate need was straightforward. They needed a reliable local logistics solution to keep Hong Kong restaurants and riders supplied with the equipment and materials they needed to operate day to day.

But the larger challenge sitting behind that was scale. Deliveroo was expanding fast across Asia Pacific and needed a logistics model that could be replicated cleanly into new markets without starting from scratch each time. Taiwan, Singapore, and Australia were all in the growth plan, and the logistics infrastructure needed to be ready to move with the business rather than catch up to it after the fact.

Finding a provider who could deliver on both fronts, operational reliability in Hong Kong today and the network and capability to scale across four markets tomorrow, was not straightforward. Most providers could do one or the other. Deliveroo needed both.

Solution

A Unified Logistics Operation Built Across Six Vendors and Four Markets

Wayfindr built a bespoke logistics solution from the ground up using its regional network of providers and platforms. The scope covered the full operation: supply chain forecasting to keep stock levels aligned with demand, warehousing across markets, fulfilment, and physical delivery of rider and restaurant equipment to Deliveroo’s growing network.

The more complex part was making it work consistently across six different vendors. Rather than each vendor operating independently with its own processes and technology, Wayfindr standardised the approach across the entire network, using the same technology stack throughout. That meant Deliveroo had a single, unified view of their logistics operation regardless of which market or which vendor was handling the work.

It also meant that as the operation scaled from Hong Kong into Taiwan, Singapore, and Australia, the model didn’t need to be rebuilt each time. The framework was already in place. New markets plugged into an existing structure rather than requiring a separate setup from scratch.

Outcome

20%+ Cost Savings and a Unified Logistics Operation Across Four APAC Markets

Over five years supporting Deliveroo, Wayfindr built and managed a logistics operation that spanned Hong Kong, Taiwan, Singapore, and Australia, serving over 10,000 restaurants and 5,000 riders across the region.

The results were significant. By consolidating multiple vendors under a single regional account structure and standardising operations through one integrated technology platform, Wayfindr delivered cost and operational efficiencies that translated to savings of over 20% per year. What had started as a local Hong Kong supply problem became a fully managed, multi-market logistics operation with consistent performance across every market Deliveroo operated in.