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London’s Supermarket of Dreams expands Deliveroo Hop partnership


Customers of specialist grocery store Supermarket of Dreams in Holland Park, London will be able to order hundreds of products for rapid delivery following the expansion of its partnership with Deliveroo’s Hop service.

The new tie up adds to Deliveroo’s existing HOP service in the area, and aims to enhance the choice for thousands of households in West London.

Local consumers can now order a range of curated products, including restaurant-quality fresh fish and meat, prepared daily by the Notting Hill Fish & Meat Shop, restaurant meal kits from Tacos Padre, Ottolenghi pastries, Willy’s Pies, Cacklebean eggs, as well as a selection of household essentials, available from 10am-10pm each day.

Chris D’Sylva, founder of Supermarket of Dreams and Notting Hill Fish & Meat Shop, said: “We are extremely excited to be partnering with Deliveroo to give customers access to restaurant-quality produce from the comfort of their homes. Our goal with Supermarket of Dreams has always been to curate a range of the best that London has to offer, and now with Deliveroo’s technology, processes, and rider network we can bring that offering to customers across West London within minutes.

“All of our fresh fish and meat is prepped daily by our team from the Notting Hill Fish and Meat Shop, and we have hand-picked our favourite artisanal brands to complement the range. We plan to offer several limited edition product drops exclusively on Deliveroo HOP too.”

According to the partnership, it marks a new innovation in the ‘Deliveroo HOP’ model. Deliveroo will provide its HOP operating expertise, inventory management and picking technology to Supermarket of Dreams – and other grocery partners in future – to enable them to offer rapid delivery from their existing stores. Supermarket of Dreams will manage their delivery operations with dedicated staff.

The service aims to give Supermarket of Dreams real-time inventory accuracy, benefiting from Deliveroo’s new daily forecasting capability and improving the customer experience by reducing order amendments or substitutions.

Whereas Deliveroo’s original HOP model provided rapid delivery from delivery-only sites owned and managed by Deliveroo, this new model sees Deliveroo offer its technology to grocery partners so they can offer the same highly accurate, rapid delivery from their existing retail sites, thereby offering consumers multiple shopping experiences from existing stores.

This new model is designed to enable more grocers to offer a “best-in-class”, rapid delivery experience supported by Deliveroo’s HOP technology and its network of tens of thousands of riders. Deliveroo is set to launch this model of HOP with further partners in the UK and other markets in future.

The launch with Supermarket of Dreams is the latest step in the rollout of ‘Deliveroo HOP’ across the UK and international markets with recent new delivery-only sites opening in Bristol and Cambridge, as well as Milan. Deliveroo launched ‘Deliveroo HOP’ last year to complement the company’s existing on-demand grocery service, which already delivers from nearly 6,000 partner grocery stores in the UK.

Stephen Goldstein, EVP global head of grocery and Deliveroo HOP, added: “We’ve learned a lot about rapid grocery deliveries since the launch of Deliveroo HOP and can now make our quick commerce technology available to even more of our grocery partners, both large and small, to deliver even higher quality service to customers. We are pleased to launch this partnership with Supermarket of Dreams – whether you’re after a platter of handcrafted sushi, a restaurant meal kit or the freshest fish and premium quality meat, you can now get artisan groceries delivered to your door within minutes.”

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