Deliveroo’s “walker program” is turning the popular walking habit into an opportunity for Hongkongers to earn some extra money. The zero-cost health-friendly opportunity is seeing more and more Hongkongers, especially university students, joining Deliveroo’s walkers fleet. In the past 12 months, the fleet has grown by 7 times to more than 150 walkers, constituting about 15% of the company’s fleet.
Brian Lo, General Manager of Deliveroo Hong Kong comments, “Hong Kong is the first market where Deliveroo launched the walker program. Unlike most biking-friendly European cities, Hong Kong is hilly and has a high population density, which makes it easier and more convenient to walk. We look forward to growing the number of walkers to 25% of our fleet by the end of the year, and offering Hongkongers a chance to earn some money while leading active lifestyles.”
To attract more walkers into the fleet, Deliveroo rolled out a new assignment distribution system for walkers to have a better experience. Delivery orders are now assigned by ‘Frank’, a machine-learning algorithm that helps predict the timings – including how long it will take to prepare, collect and deliver. This has directly led to a 30% reduction of the average time walkers spent waiting at restaurants, and a 30% increase in the share of orders assigned to walkers. As a result, the average hourly earnings of walkers have increased by 14% in just one month since the rollout.
While younger participants constitute the majority of Deliveroo’s walker fleet, the company welcomes all generations to join the flexible, health-and-environmentally-friendly program.
Deliveroo offers a referral fee of HK$150 to new walker applicants after they complete 30 orders and HK$350 to those who referred the new walkers.
Inspired by how easily people from all age groups traverse the city’s hilly terrain, Deliveroo started the walker program in December 2015 in Hong Kong. Hong Kong’s constantly evolving walkways, hillside elevator systems, pedestrian networks, improved accessibility to nearby destinations and easy way-finding lend themselves perfectly to this program. The government’s efforts to improve pedestrians’ experience and walkability for a smarter city will also lend this initiative further impetus in the years to come.
First published in Healthcare Innovation