The Problem

A global food delivery platform consistently faced challenges of courier supply lagging behind demand in key markets. 

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In order to address the challenge, they ramped marketing spend on paid search and social channels like Meta and Google. In supply constrained markets, channel saturation led to diminishing returns on ad spend and unsustainable acquisition costs.

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The Solution

The company identified increasing conversion of the existing applicant pool as a significant lever to save on acquisition advertising. 

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To accomplish this, they partnered with GetScale to implement a one-on-one recruitment campaign across supply constrained markets. 

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In each conversation, GetScale would identify the applicant’s unique questions, concerns, and motivations before building a success plan to help each individual reach their goals. Each success plan involved outlining when, where, why, and how each courier would start their first shift.

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The Results

400,000+ incremental couriers began working on the platform due to GetScale outreach as of Spring 2025. 

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‍+15% increase in courier fleet in the most difficult to recruit markets, as measured by a constant A/B test. 

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$200M in acquisition cost savings generated by shifting spend away from saturated and inefficient recruitment channels. 

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With the success of this model, the partner continues to scale its relationship with GetScale to support growth and cost savings in key markets, new launches, and other strategic initiatives.

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