top of page
  • Writer's pictureNMIxNCAD

Deliveroo box

Updated: Jul 1, 2020

Who carries this burden on their back?



By Qingmiao Zhu


This object is a durable, foil-lined insulated backpack(box) used to carry food by those who work for Deliveroo. It needs to meet the following requirements: minimum internal dimensions are: 36cm x 36cm x 43cm; at least 1cm insulating material; a secure closing mechanism; it must be clean and hygienic; it must have external reflective elements to ensure that it is visible to all road users at all times. It is also a materialisation of the gig economy as the company, like others, have placed their financial, legal and physical risks onto the individual rider’s back, along with the food box. The food box, which the courier paid for means more than just a survival kit for food. It is a voice calling for help from the workers exploited under the gig economy and a material reminder of urban consumption habits, immigrants and globalisation.


From 2015 when Deliveroo first launched in Dublin until 2019, revenue has soared by 80% and Deliveroo riders are evident more and more often on the city streets, becoming an urban dynamic which cannot be ignored. The immediately recognisable food box has become highly visible in public areas, on streets, queuing in front of restaurants and along the canals. As Dublin 7 is so tightly adjacent to the city centre, with a dense and diverse network of residential areas, the delivery demand has become higher accordingly. In a survey provided by Deliveroo of the most popular takeaways in each area of Dublin, the official ranking from the Northside shows Dublin 7 appearing more times than any other postcode, with an increasing diversity of the food being ordered and delivered showing how globalisation and modern consumption habits impact those living in the postcode.


To complete an order, the use of an application on a smart device is necessary for the Deliveroo service, and connects food suppliers, Deliveroo riders and consumers. It reflects the development and popularisation of technology. Whether you use the app FreeNow to hail a taxi, or use Deliveroo to order a quarter pound burger the platform is supported by a precise algorithm and work as a matchmaker between you and the task taker such as a taxi driver or a rider who delivers food to you. When we employ these services, we think we are leveraging technology, and of course we benefit from the smartphone, laptop, high speed internet and GPS positioning. But we all know a transaction cannot be completed without manpower. When we are benefiting from a convenient service, we are instilled with the concept that it is technology-based, but it’s still people who provide the service to us, regardless of the weather and carrying the heavy delivery on their backs. This false concept is a factor in shifting the deserved reward away from ‘gig economy’ workers. Deliveroo riders are classified as self-employed freelancers, that means there is no sick pay, no holiday pay, no medical insurance and no job security provided from the company.


In Dublin, who pedals for Deliveroo? As far as I researched, there are many migrants involved who are not equipped with fluent English as this job doesn’t require much interaction with people. They are a vulnerable group in society, having a weaker voice to fight for their rights, worries about being deported or deprived of work. What do you see when you see a Deliveroo food box on the street? It reflects the age we are living at the moment from different perspectives. People are busier than ever, especially given the pace of life in urban areas. The desire for convenience and efficiency often becomes a main consideration when it comes to food. At all aspects, people are seeking for convenience in daily lives, from ordering a pair of boots online, to attending a virtual meeting without leaving their own room. People are getting used to the convenience which technology provides us, it’s just a tap away. And food delivery is no exception. But we need to ask about who carries this burden on their back, and the truth these boxes tell about these innovative platforms.


Image Credits

Image 1: Lisa Godson

Image 2: Floristhaar. (2019) Deliveroo bag including

smaller cool bag. Available at: https://www.depop.com/products/floristhaar-

deliveroo-bag-including-smaller-cool/ [Accessed 29 June 2020].

Image 3: Lawrence, H. (2019) DESPERATE SCENE Outrage as image of tent with

Deliveroo bag poking out and bike locked beside it illustrates the ‘new working

homeless’. Available at: https://www.thesun.ie/news/4489879/homeless-

dublin-deliveroo-bag-tent-bike/ [Accessed 29 June 2020].

Image 4: Sergio,G. (2016) Small Deliveroo Backpack

Box and Hand Bag. Available at: https://www.shpock.com/en-gb/i/V7h3wmhFC-

U5i0WW/small-deliveroo-backpack-box-and-hand-bag [Accessed 29 June 2020].





139 views0 comments

Recent Posts

See All
bottom of page