In this edition of the Masterclasses of Managerial Excellence, we had the pleasure of welcoming Kevin Mauffrey, former executive at Expedia and now a leader at Deliveroo, who shares his lived experience of crisis management during the pandemic. His journey illustrates how an organization can transform a critical moment into a growth lever — thanks to agile leadership, a keen understanding of the market, and an ability to remain calm in uncertainty.
Leaving Expedia to Take on a New Managerial Challenge
After 9 years at Expedia, Kevin felt a sense of stagnation: “I felt like I had ‘hit a plateau.” He decided to step out of his comfort zone by joining Deliveroo, a rapidly growing scale-up, in November 2019. The goal? To lead larger teams and develop new managerial skills in a more uncertain environment.
But as soon as he arrived, he faced a complex reality: Deliveroo had just concluded a strategic partnership with Amazon, immediately frozen by the British competition authority, which feared a dominant position. The future already seemed uncertain — and the worst was yet to come.
March 2020: Health Chaos Hits Europe
When the pandemic reached Europe, Deliveroo saw its operations abruptly halt. In France, the closure of restaurants was announced. The result: no more orders, high cash burn, and teams recently strengthened to support growth. The company entered survival mode.
The first decisions were radical but necessary: recruitment freeze, voluntary departure plan, and implementation of a hibernation strategy. “We didn’t know how long it would last. We just had to hold on.”
Calmness as a Managerial Superpower
In times of uncertainty, the leader’s role changes. Kevin explains that panic spreads faster than facts, especially in a context of widespread remote work. During daily meetings, every word counts.
“A manager must become an emotional anchor. If I lose my composure, everyone feels it.”
This calmness allows teams to remain focused, even when prospects are unclear. A raw leadership lesson.
Reading Weak Signals to Bounce Back
Deliveroo doesn’t stand still. The company observes Asian markets (Hong Kong, Taiwan, Singapore) and quickly identifies weak signals. But it’s the behavior of certain trendsetters that creates the breakthrough.
When McDonald’s tests recovery with strict health protocols, Deliveroo understands that contactless delivery can become a new standard. The company structures operational documentation, organizes webinars, and supports its restaurant partners in adapting their practices.
From Crisis to Hypergrowth
Against all expectations, demand exploded. Tired of pasta and rice, the French massively discovered delivery. Many restaurateurs, previously reluctant, joined the platform.
“In three months, we gained market share that would have taken years to build.”
But this boom created another problem: how to absorb this hypergrowth with reduced teams? Technical tools were saturated. Salespeople could no longer process requests. Deliveroo had to slow its growth to avoid destabilizing its infrastructure. A rich person’s problem… but a real problem.
Deliveroo vs. Uber Eats: Three Levers of Differentiation
Kevin also discusses the strategic battle between Deliveroo and Uber Eats:
- Price: a costly war, often value-destructive.
- Service: differentiation via customer experience and digital tools.
- Offering: partnership with “gem” restaurants, culinary diversity.
Deliveroo capitalized on a qualitative approach, whereas Uber Eats relied on exclusivity with McDonald’s for its rapid growth.
“These opposing strategies forced us to constantly innovate.”
In a nutshell…
- Step out of your comfort zone: Daring to leave a stable position for an unknown environment can unlock new skills and transform a career.
- Stay calm in the storm: Leadership is revealed when everything collapses: the manager’s demeanor influences the “collective emotion of the team”.
- Listen for weak signals: Anticipating through pilot markets or trend leaders allows for a head start in recovery.
Don’t miss the next Masterclass!