Wearing smart uniforms and carrying enormous insulated rucksacks, most of the Deliveroo riders I've seen don’t look much like the typical London bike messenger. Many of them appear to be everyday cyclists. Some ride creaky mountain bikes, others woefully unsuitable shoppers. I've seen them consulting maps on their smartphones, sellotaped to the handlebars of their bicycles. Deliveroo is just one of many companies trying to crack the same-day food delivery market in London, but it's certainly the most visible. Last year Amazon experimented with using bicycle messengers in New York as part of their ‘Amazon Prime Now’ service, which aims to deliver goods within one hour of their being ordered. They recently began offering fresh food delivery too. Uber is trying to corner the food delivery market with ‘Ubereats’, run on a similar model to their taxi service, with self-employed owner-riders doing the legwork. But Deliveroo, armed with a start-up investment of half a billion dollars, has been the most aggressive recruiter so far. Riders have seen very little of that money.