HOP to it: Deliveroo opens first UK grocery store in London
Deliveroo HOP has been developed in partnership with retailer Morrisons and is located on London’s New Oxford Street and follows the success of the concept overseas.
It will offer more than 1,750 grocery items, from Morrisons ‘Ready to Eat’ and ‘The Best’ ranges to store cupboard staples, snacks and dinner ingredients, with Deliveroo’s site team picking and packing the orders, ready for collection or delivery.
Customers will be able to shop in-store by ordering through digital kiosks, via the Deliveroo app for collection at the store, or for delivery w to local postcodes via Deliveroo’s network of riders.
The concept follows the results of a survey that 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.
“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,” says Eric French, Deliveroo’s chief operating officer.
Deliveroo’s research has also found that on average 40% of shoppers report buying groceries once every two to three days and that a quarter (24%) of Londoners now use rapid grocery services once a week to get their groceries.
“The launch of Deliveroo Hop’s first bricks-and-mortar store represents another key moment in our partnership,” says Hannah Horsfall, head of wholesale at Morrisons.
“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 HOP first launched in September 2021 and now operates across 16 sites in the UK, France, Italy, Hong Kong and the UAE.
The company also has partnerships with Waitrose, Sainsbury’s, Co-op, ASDA and Spar in the UK to deliver groceries via its platform.
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