Merchant Display Name

To keep browsing the Deliveroo app simple and clear for customers, merchants and brands with multiple sites must use a consistent display name.
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Why we're making this change
Customers expect a clear, consistent experience when browsing Deliveroo. In some cases, the same merchant brand currently appears multiple times within the same delivery area, because locations use different display names or listing configurations — making it harder for customers to find the right store.

Customers expect to see a clear and consistent experience when browsing Deliveroo.

In some cases, the same merchant brand currently appears multiple times within the same delivery area because locations use different display names or listing configurations. This can make it harder for customers to find the right store.

This introduces a consistent approach to display names while allowing exceptions where there is a genuine customer benefit.

Merchants should:

If inconsistent display names create duplicate customer-facing listings, Deliveroo may update display names so customers see a single listing for that brand within the relevant delivery area.

Yes.

Some brands may require more than one customer-facing listing where there is a clear customer need.

Currently, approved exceptions include: