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Deliveroo opens first physical store in London


Deliveroo has opened the doors to shoppers with a new ‘Deliveroo HOP’ grocery store on New Oxford Street, London.

The grocery store offers customers a new way to shop, with customers able to shop in-store by ordering through digital kiosks; ordering via the Deliveroo app for collection at the store; and for delivery within minutes to local residents, offices and other addresses via Deliveroo’s network of riders.

Open from 08:00-23:00, Deliveroo HOP on New Oxford Street will offer over 1,750 grocery items, from Morrisons ‘Ready to Eat’ and ‘The Best’ ranges to store cupboard staples, snacks and dinner ingredients, with Deliveroo’s dedicated site team picking and packing the orders, ready for collection or delivery in minutes.

As the latest evolution in Deliveroo’s HOP rapid grocery service, the store is designed to meet the needs of busy Londoners and visitors by offering a quick and convenient way to shop.

A new survey found that more than a third of people (35%) decide what they’re having for dinner on the day and, of those, 29% will buy at least some of the ingredients on the day. Deliveroo HOP on New Oxford Street means customers can walk into the store and shop for what they need for lunch or their evening meal or place an order on Deliveroo’s app and collect it on the way home.

Eric French, chief operating officer, Deliveroo, said: “We’re opening our doors and welcoming commuters, local residents, visitors and day-trippers into our first Deliveroo high-street grocery store in the UK. Our New Oxford Street store promises a new way to shop for Deliveroo customers, giving them even greater flexibility and choice and should help boost the local area with nearly two thirds of shoppers saying they will visit other nearby shops as they come to shop with Deliveroo.”

Ahead of the launch of the New Oxford Street grocery store, Deliveroo commissioned new research to understand how people shop and found:

  • On average 40% of shoppers reported buying groceries once every two to three days, bucking the age-old ‘weekly shop’ trends.
  • Younger people champion convenience, with almost half (42%) of 18-34 year olds ranking it as the number one determining factor when purchasing groceries, whilst 38% of those surveyed rank price as most important.
  • In the capital, a quarter (24%) of Londoners now use rapid grocery services once a week to get their groceries.
  • Nearly two thirds of those asked (61%) said they were likely to also visit other nearby shops while shopping for groceries.

Hannah Horsfall, head of wholesale at Morrisons, added: “The launch of Deliveroo Hop’s first bricks-and-mortar store represents another key moment in our partnership. The store will not only offer customers a wide choice of groceries from Morrisons but also a variety of ways to shop for them.”

Deliveroo is also expanding its partnership with Too Good To Go to the New Oxford Street grocery store, helping to reduce food waste by offering customers the chance to buy £15 worth of food nearing its sell-by date for the cost of £5. The ‘Magic Bag’ can be ordered via the Too Good To Go app and will include a range of non-frozen food including own-brand products, groceries or meat and fish nearing their sell-by-date from ‘Deliveroo HOP’ grocery partners such as Morrisons.

The New Oxford Street store is the newest addition to the company’s rapid delivery service, Deliveroo HOP. Deliveroo HOP first launched in September 2021 and now operates across 16 sites in the UK, France, Italy, Hong Kong and the UAE.

Deliveroo has also partnered with Supermarket of Dreams in London to provide an innovative Deliveroo HOP model: ‘HOP as a service’, where Deliveroo provides its HOP operating expertise, inventory management and picking technology to grocery partners to enable them to offer rapid delivery from their existing stores.

Furthermore, Deliveroo’s grocery offering continues to grow, with new and expanded partnerships with Waitrose, Sainsbury’s, Co-op, ASDA and Spar. It now has close to 7,000 grocery sites in the UK and Ireland, across major partners and smaller independent partners, an increase of 17% year-on-year.

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