Deliveroo is opening its first physical grocery store in central London’s New Oxford Street. Customers will be able to purchase items by ordering through digital kiosks in the store, ordering ahead via the Deliveroo app for in-store collection or for delivery nearby. Dubbed “Deliveroo HOP” store is launched in partnership with supermarket giant Morrisons.
The Deliveroo HOP store will offer over 1,750 grocery items including Morrisons ‘Ready to Eat’ and ‘The Best’ ranges, as well as cupboard staples, snacks and dinner ingredients. For more than a year, Deliveroo has been rolling out its Hop service offering rapid delivery of groceries from micro-fulfillment centers. There are now 16 such sites across the UK, France, Italy, Hong Kong and the UAE, a company representative said.
“Our New Oxford Street store promises a new way to shop for Deliveroo customers, giving them even greater flexibility and choice,” Deliveroo chief operating officer, Eric French said. He added that the new store also looks to 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.”
Morrisons head of wholesale, Hannah Horsfall commented: “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.”
