Deliveroo is expanding its rapid grocery delivery service in London after a surge in demand from customers who live in the Capital.
Named Deliveroo HOP, the expansion will see the opening of two new delivery-only grocery sites, in partnership with Waitrose and Morrisons.
The new sites in Acton and Norbury bring the total number of HOP locations in the capital to 11 – reaching Londoners from Ealing to Hackney.
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It builds on the delivery platform’s existing UK grocery offering, with on-demand groceries available from Asda, Co-op, Morrisons, Sainsbury’s, Waitrose, Spar, OneStop and Whole Foods Market.
The new Deliveroo HOP location in Acton has opened in partnership with Waitrose. This is the second delivery-only, HOP site in partnership with Waitrose, following the success of the first site in Bermondsey. It will bring over 1300 products to households in Chiswick, Turnham Green and Acton, all available for delivery in minutes.
Norbury’s HOP site has opened in partnership with Morrisons, bringing even more choice and selection to the local area with over 1600 products available.
The top three most popular grocery items ordered on Deliveroo by Londoners are bananas, avocados, and semi-skimmed milk – while South Londoners’ top ten ordered items included strawberries and raspberries, and North Londoners are more interested in getting bottled water delivered to their door.
Deliveroo HOP first launched in Vauxhall with Morrisons in September 2021 and has since grown across the UK and to other international cities, including Milan, Paris, Hong Kong, and Dubai.
At the end of 2022, Deliveroo had approximately 18,000 grocery sites live globally, compared to over 11,000 at the end of 2021.
Building on this success, Deliveroo has also rolled out new innovations in the capital such as its first ever walk-in store on New Oxford Street where consumers are able to shop for groceries in-person.
“It’s fantastic to be rolling out our HOP service in further prime locations across the capital, bringing greater choice, flexibility and selection to even more customers and building on our existing partnerships with major grocery brands,” chief business officer for UK&I Deliveroo, Carlo Mocci said.
He added: “We started out in London, and are always looking for ways to make the lives of busy Londoners easier – our two new HOPs reflect the strong demand we’ve seen for delivery of household staples and dinner-time favourites to your door in minutes.”
Sales director for franchise and wholesale supply at Morrisons, Paul Dobson said: “The launch of Deliveroo Hop in Norbury represents another key moment, enabling customers to choose from a wide selection of groceries from Morrisons and have them delivered by Deliveroo in minutes.”
Director of commercial sales and convenience at Waitrose, Barry Delehanty commented: “We want to give more and more people the opportunity to enjoy the excellent range of food and drink we offer.
“The launch of our second HOP site, alongside our 222 shops that we offer the Deliveroo service from, ensures we are continuing to give more options in how and when people can shop with us whilst reaching new customers.”
The news comes as it was revealed that 11% of Deliveroo’s revenue was accounted for by on-demand groceries in the first half of its financial year – up from 9% a year ago.
