Tensions between development needs and privacy requirements are common in many businesses, but they are perhaps most stretched in technology-led businesses in competitive online environments.

British online food delivery company Deliveroo was founded in 2013, and listing on the London Stock Exchange followed within eight years. The business began by linking customers wanting home delivery to restaurants, and taking a commission from the restaurant and charging the customer a delivery fee. It has since branched out internationally and into grocery home delivery. With many challengers and rivals in the marketplace, innovation is a must, but how does that square with privacy requirements?