If you sell a large quantity of products, adding unique identifiers to your menu helps staff pick the correct items and ensures deliveries are accurate which leads to higher customer satisfaction.
What are unique identifiers?
Unique identifiers are numerical codes linked to individual retail products. They are usually shown as barcodes on product packaging.
When uploading your menu to Deliveroo, the only accepted unique identifiers are:
IAN (International Article Number)
PLU (Price Look-Up code)
BarcodeArticle
These codes must match the product exactly.
Unique identifiers are not the same as internal SKU numbers. Internal SKUs should not be used unless they match one of the accepted identifiers above.
You can add unique identifiers via:
Menu Manager
Menu API
Why are unique identifiers important?
Adding unique identifiers improves picking accuracy, substitution quality, and search performance in the Deliveroo app.
1. Improves picking accuracy
Unique identifiers enable scan-to-pick functionality, allowing staff to scan products during fulfilment.
This helps:
Reduce picking errors
Reduce missing items
Decrease picking time
2. Improves substitutions
When an item is out of stock, unique identifiers help the app suggest more accurate replacement products.
This makes it easier for staff to:
Select the correct substitute
Choose similar products confidently
Are there items without unique identifiers?
Yes.
Some fresh and perishable items do not have standard unique identifiers, including:
Loose fresh fruit and vegetables
Some bakery items
Only include valid identifiers for products that have an official IAN, PLU, or BarcodeArticle.
Do not create or invent codes for items that do not have one.
Before you finish updating your menu
Confirm that:
Each identifier matches the exact product
You are using IAN, PLU, or BarcodeArticle only
You have not used internal SKU numbers by mistake
Codes are entered correctly with no missing or extra digits
Learn how to add unique identifiers in the help centre article here.