{"id":68164,"date":"2023-11-29T15:45:55","date_gmt":"2023-11-29T14:45:55","guid":{"rendered":"https:\/\/phrase.com\/?post_type=case-study&p=68164"},"modified":"2024-06-25T17:48:50","modified_gmt":"2024-06-25T15:48:50","slug":"deliveroo","status":"publish","type":"case-study","link":"https:\/\/phrase.com\/customers\/deliveroo\/","title":{"rendered":"Delivering Localization Excellence: How Phrase Accelerated Deliveroo\u2019s Global Expansion"},"content":{"rendered":"\n
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William Shu founded<\/span> Deliveroo<\/span><\/a> in 2013 after noticing few restaurants in London that delivered food to his office. What started as a mission to bring the best local restaurants to people’s doorsteps has grown into an international operation that provides restaurant and grocery deliveries within 30 minutes or less. Deliveroo now collaborates with roughly 170,000 restaurants and grocery partners in 10 markets, including the UK, France, Kuwait, Singapore, and Hong Kong, with more than 3,500 global employees and 150,000 riders.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Challenge<\/span><\/p>\n

The road to global expansion<\/span><\/h2>\n

As Deliveroo expanded to new markets, it needed to translate and localize its pioneering logistics technology, app, and website to enable seamless customer experiences and deliveries. The company currently operates in 10 languages across four key audiences: customers; restaurant and grocery partners; riders who perform deliveries; and businesses that offer Deliveroo as an employee benefit.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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As the company rapidly expanded, it realized that its existing localization workflow was fragmented and not sustainable. Engineers, developers, designers, and UX writers would individually send strings, keys, and screenshots for product content to be translated, but the process was slow, manual, and inefficient.<\/span><\/p>\n

The company built out its localization team, which now has 4 Localization Managers working at full capacity, receiving 20 to 30 translation requests per month; projects range in size from five translation keys to 200, extracted from the source code or content of Deliveroo\u2019s logistics technology, app or website.<\/span><\/p>\n<\/div><\/div>\n\n\t\t\t

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The delivery company\u2019s localization requests also extend to longer, non-product content for other business units, including marketing and communications.<\/span><\/p>\n

Deliveroo\u2019s challenge was to find the right translation software for its needs. It also had to create a process, and employ a solution that would further embed the Localization team into the Experience, Engineering, Design, and Product units. The goal was to increase efficiency, improve turnaround times, and maintain exceptional quality in order to execute an aggressive expansion strategy.<\/p>\n<\/div><\/div>\n\n\t\t\t\t\t\t

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As the business was growing, we had more localization requests from many different teams, and it became unsustainable to work without a proper Translation Management System.<\/p>\n<\/blockquote>\n

\"Cristina<\/p>\n

Cristina Mar\u00edn
\nSenior Localization Manager
\nDeliveroo<\/p>\n<\/div><\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Solution<\/span><\/p>\n

Scaling without compromise\u2014the recipe for global success<\/h2>\n

Phrase\u2019s comprehensive Localization Platform was the answer Deliveroo was looking for. <\/span>To meet its localization objectives, Deliveroo employed multiple components of the <\/span>Phrase Localization Platform<\/span><\/a>, including <\/span>Phrase Strings<\/span><\/a>, the <\/span>Phrase Figma plugin<\/span><\/a>, and <\/span>Phrase TMS <\/span><\/a>(Translation Management System).<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Deliveroo\u2019s initial implementation focused on Phrase Strings, designed to localize apps and websites via a lean software localization platform. Deliveroo extended its collaboration with Phrase by introducing the plugin for the design tool Figma to localize product and app content. Deliveroo\u2019s localization managers worked with Phrase to develop and test the Figma plugin, which today allows Deliveroo to push keys, content strings, and screenshots with a single click. Deliveroo can pull the translations back into Figma and quickly create localized designs for final quality assurance (QA) testing.<\/span><\/p>\n<\/div><\/div>\n\n\t\t\t

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As the business scaled, localization requests increased, specifically for longer, non-product content from other parts of Deliveroo, including legal, marketing, and communications. With employees sometimes needing to create translation keys for every paragraph in a piece of content, Deliveroo\u2019s use of Google Sheets and Google Docs became too cumbersome.<\/span><\/p>\n

To overcome this challenge, Deliveroo introduced Phrase TMS, which has enabled the company to build reliable and consistent Translation Memories for different types of content including marketing and legal. Translation Memories and Terminology Databases allowed for repeatability and time savings. “Imagine having to copy and paste everything,” Cristina said. “It was absolutely crazy.”<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Stats & facts<\/div>\n\t\t\t\t

Explore the measurable impact of Phrase on Deliveroo’s operations<\/h2>\n\t\t\t\t
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3-4 day reduction<\/div>\n\t\t\t\t\t\t
in project timelines with Figma integration<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
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40% time saved<\/div>\n\t\t\t\t\t\t
by developers, designers & localization managers<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n
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Why Phrase?<\/span><\/h2>\n

The Phrase Localization Platform provides the holistic solution that Deliveroo needs to overcome its complex organizational challenges. Initially a user of Phrase Strings to support the translation of its technology, the Deliveroo localization team knew it needed a plugin for Figma, which was used by the Product team. Although Deliveroo explored other platforms the team ultimately chose Phrase because of the team’s expert knowledge on the Figma plugin.<\/span><\/p>\n

When Deliveroo\u2019s localization needs expanded to non-product content, the company considered other platforms that could centralize localization of all Deliveroo content. The company ultimately decided to employ Phrase TMS due to its existing strong relationship and experience with Phrase and the power of its full localization offering.\u00a0<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Cristina supervised the integration of Phrase TMS, with the Deliveroo team adopting the platform \u201csuper fast\u201d.<\/span><\/p>\n

While Strings enables better collaboration with engineers and significant time and cost savings, Phrase TMS provides improved consistency through the creation of Translation Memories. The localization team is able to work in two to three main workflows per month and per vertical, consisting of roughly 100 keys. In most projects, engineers have automated releases. The localization team is able to process content for localization in bulk and ship new features faster.<\/span><\/p>\n<\/div><\/div>\n\n\t\t\t\t\t\t

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By using the Phrase Localization Platform, localization managers are saving at least 35-40% of the time typically spent on project management.<\/p>\n<\/blockquote>\n

\"Cristina<\/p>\n

Cristina Mar\u00edn
\nSenior Localization Manager
\nDeliveroo<\/p>\n<\/div><\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Benefits<\/span>\u00a0<\/b><\/p>\n

Key ingredients: Maximizing efficiency and elevating quality<\/span><\/h2>\n