Food delivery giant Deliveroo has launched its first bricks-and-mortar grocery store in the UK, in partnership with Morrisons, on New Oxford Street in London.
Customers at the new Deliveroo HOP store will be able to walk in to order and shop for groceries, including Morrisons’ ‘Ready to Eat’ and ‘The Best’ ranges.
The move comes as new research from Deliveroo revealed the need for convenience and availability, with around one in three dinner plans decided on the day and ingredients being bought on the way home.
The grocery store offers customers a new way to shop, enabling them 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 8am to 11pm, the store will offer more than 1,750 grocery items, from Morrisons 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.
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.”
Ahead of the launch of the grocery store, Deliveroo commissioned new research to understand how people shop, finding that 40% of shoppers reported buying groceries once every two to three days, bucking the age-old ‘weekly shop’ trends, while younger people champion convenience, with almost half (42%) of 18-34 year olds ranking it as the number one determining factor when purchasing groceries, while 38% of those surveyed rank price as most important.
Almost a quarter (24%) of Londoners now use rapid grocery services once a week to get their groceries, and 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, 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 is also expanding its partnership with Too Good To Go to the new 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.
Deliveroo HOP first launched in September 2021 and now operates across 16 sites in the UK, France, Italy, Hong Kong and the UAE.
Its list of grocery partners continues to grow, with new and expanded partnerships with Waitrose, Sainsbury’s, Co-op, ASDA and Spar, alongside Auchan in France, Esselunga in Italy, and ParknShop in Hong Kong.
Deliveroo has almost 7,000 grocery sites in the UK and Ireland, across major partners and smaller independent partners.
