How to Score 'Good' or 'Great' on Deliveroo's Value Programme (and Unlock Funded Offers)

The programme runs on a simple idea: customers want a good experience at a fair price, so the restaurants that deliver that get more visibility in the app. Here is how the scoring works, what a strong score unlocks, and exactly how to reach 'Good' or 'Great'.

How the Value Score works

Every menu gets a monthly Value Score in Hub: Great, Good, Okay, Improve, or Action. It is built from three pillars:

• Service: order accuracy, rider wait times, rejections, and cancellations
• Quality: your app ratings
• Price Mark-Up: the percentage gap between your Deliveroo prices and your in-restaurant prices, measured across your top 20 items by sales

The price thresholds are specific, and this is the most complicated part of the value programme. Aiming to "stay under 35%" only keeps you out of the lowest tiers. The rewards start at 'Good', which means getting your markup under 10%.

Value ScorePrice Mark-Up

‍Great 0%

‍Good Under 10%

‍Okay 10% to 25% (or up to 34.99% if the gap is under £1.75 on your top items)

‍Improve 2% to 35%

‍Action 35% or more

One important rule: you only reach Okay, Good, or Great when all three pillars clear their thresholds. A strong price but weak service, or the reverse, holds the whole score back.

What the markup looks like in practice

The maths is simpler than it sounds. Say your three top sellers are £9, £11 and £13 dine-in. If they are listed at £9.90, £12.10 and £14.30 on Deliveroo, that is a 10% markup, just enough to drop you from 'Good' into 'Okay' and out of the funded-offer tier. Bring those same items back in line with your dine-in prices and you move up. Because the score is measured on your top 20 items by sales, small changes to your best sellers move the number the most.

Why a strong score is worth chasing

Customers are choosing on value. In Deliveroo's research, 85% said value for money mattered when picking a restaurant, and nearly 1 in 3 said they did not proceed with an order once they spotted a price markup. A strong Value Score puts you in front of those customers and hands you tools you cannot buy directly.

What 'Good' unlocks

• Deliveroo-funded Midweek Special offers for the first two weeks of each month. Deliveroo reimburses the discount, usually within 14 days.
• Value Tags like "Great Value" and "Large Portion Size," generated by your own customers and shown across the app
• Priority in value carousels, including the Top Rated dishes under £10 carousel
• In-app video on your menu and in the Discover section
• Premium targeting for your offers
• Higher placement in the "Offers near you" carousel

What 'Great' adds on top

• The Deliveroo's Choice badge
• Fully-funded Midweek Special offers every week you hold the score
• Redirective merchandising, your restaurant featured in "great value places you may like" carousels on other menus

In short, 'Good' gets Deliveroo paying for some of your promotions and lifts your visibility. 'Great' gets it paying for them every week and puts you in front of other restaurants' customers. Lower scores simply mean less visibility in carousels and paused access to Marketer Offers and Ads until the score recovers.

How the funded Midweek Special works

The funded offer is the biggest reason to chase the score, so it is worth understanding the mechanics.

You opt in to the Midweek Special through Hub. Deliveroo then reimburses the discount on qualifying items, usually within about 14 days of the offer going live. A 'Good' score gets that funding for the first two weeks of each month, and a 'Great' score gets it every week you hold the score. One thing to watch: if your score drops, the funding stops, and you would either self-fund the offer or opt out through Hub to avoid being charged. So the practical move is to opt in once you are scoring 'Good' or better, and keep an eye on your score each month.

How to reach 'Good' or 'Great'

1. Find your current Price Mark-Up in Hub

You cannot manage what you have not measured. Check your markup in Hub and note that it is calculated on your top 20 items by sales, so those are the prices that matter most.

2. Close the gap on your top sellers first

You do not need identical pricing across the entire menu. Focus on getting your highest-volume items toward under 10% for 'Good', and level with dine-in for 'Great'. That is where the score is won.

3. Use the absolute-value allowance on low-priced items

A markup between 25% and 34.99% can still score 'Okay' if the gap is under £1.75 and your service metrics hold. On cheaper items, that gives you a little room while you work toward the higher tiers.

4. Hold your service and quality metrics

Price is one pillar of three. Keep order accuracy high, rider wait times low, and rejections and cancellations down, and keep an eye on your app ratings. Strong service protects the score so a small pricing gap does not pull you down a tier.

5. Turn on the funded offers once you qualify

Once you are scoring 'Good' or 'Great', opt in to the Midweek Special so Deliveroo funds the discount instead of you. This is the single biggest reason to chase the score.

6. Review your score every month and appeal if needed

You get an email when your score changes, and you can see it in the Value Programme section of Hub. If the price markup figure does not reflect your real in-store prices, you can submit updated menu photos through Hub to have it reviewed.

Key Takeaways

• The Value Score has three pillars: Service, Quality, and Price Mark-Up. You need all three to clear their thresholds to score 'Okay' or above.
• The rewards start at 'Good', which means a markup under 10%. 'Great' means 0%. "Under 35%" alone earns you nothing.
• 'Good' gets Deliveroo funding your Midweek Special twice a month; 'Great' funds it every week, plus the Deliveroo's Choice badge and placement on other restaurants' menus.
• 85% of customers choose on value and nearly 1 in 3 abandon when they spot a markup, so a strong score is also a conversion win.
• Focus your pricing work on your top 20 items, protect your service metrics, and opt in to the funded offers once you qualify.

A strong Value Score is one of the few places on the delivery apps where doing the right thing for the customer also lowers your marketing costs. It is worth getting right.

Turn on your food delivery growth engine today. Book a free demo and we will help you build a plan to reach 'Good' or 'Great'.

Related reading: How to Increase Conversion Rate on Delivery Apps and How Much Should You Really Be Spending on Food Delivery App Marketing?.