Deliveroo has opened the doors to its first physical grocery store in the UK in partnership with supermarket giant Morrisons.
Located on New Oxford Street, London 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.
Looking to provide its customers with a new way to shop, the site will feature digital kiosks where shoppers can order via the Deliveroo app to collect items in store or to be delivered.
The move comes as the rapid grocer looks to offer convenience with shoppers now able to order their evening meal during the day, to later be collected on their way home.
This follows research commissioned by Deliveroo which found that 35% of people decide what they’ll eat for dinner on the day, with 29% also buying ingredients that same day.
For 18 to 34 year olds, 42% said convenience was the number one determining factor when purchasing groceries and 24% of Londoners now use rapid grocery services once a week.
“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 added: “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.”
