Deliveroo has opened its first physical grocery store in London, working in partnership with supermarket giant Morrisons.
Deliveroo Hop, which opened on London’s New Oxford Street on Monday, allows customers to shop in a physical environment by using digital kiosks in store, the Deliveroo app for click and collect or ordering for delivery fulfilled from the store.
The shop will open from 8am to 11pm and stock more than 1,750 grocery items, from Morrisons Ready to Eat and The Best ranges to store-cupboard staples, snacks and dinner ingredients.
Eric French, chief operating officer at 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.”
Hannah Horsfall, head of wholesale at Morrisons, said: “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 said its data showed that “on average 40% of shoppers reported buying groceries once every two to three days”; younger customers were still “champion[ing] convenience with 42% of 18- to 34-year-olds ranking it as the number one determining factor when purchasing groceries”; and nearly a quarter of Londoners said they use a rapid grocery delivery service at least once a week.
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