The food delivery business is hugely competitive in the UK. Deliveroo is up against UberEats — which already offers breakfast, McDonalds and scheduled deliveries in the capital — Amazon, and the combined might of Just Eat and Hungryhouse, which was recently allowed to merge by the Competition and Markets Authority. Deliveroo is growing rapidly because of its prices and, more importantly, brand recognition — it was one of the first companies to offer lyrca-clad bicycle couriers in the UK. That's no guarantee of future success, however. To keep its rivals at bay, Deliveroo will need more ideas like Editions and its subscription-based Plus service.