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Deliveroo is now opening a BOUTIQUE: the delivery giant is teaming up with Morrisons to open an Oxford Street boutique


Now Deliveroo is opening a STORE: The delivery giant is teaming up with Morrisons to open the Oxford Street store TODAY, where customers can order 1,750 items, including ready meals and fresh food, at the using digital kiosks or the app for immediate collection.

  • Deliveroo opens a physical store on New Oxford Street in London
  • The site will sell 1,750 grocery items supplied by supermarket giant Morrisons
  • Customers can come in and pick up or order through the app for collection or delivery

Takeaway delivery giant Deliveroo is entering the supermarket business by opening its first-ever grocery store.

The British technology firm will open the doors of its new “Deliveroo Hop” store in London today.

Located on the capital’s New Oxford Street, the store will allow customers to order food and groceries for collection – at an Argos-style collection point – or for delivery.

All 1,750 grocery items on sale will be supplied by Morrisons, who have partnered as Deliveroo’s official food supplier for the store.

It comes after the UK company, created by entrepreneurs Will Shu and Greg Orlowski, found success with fast grocery deliveries during the Covid pandemic – when many people turned to home deliveries instead of visit supermarkets.

But with fellow delivery giants Amazon pushing its grocery business and other grocery delivery start-ups hot on its heels, the company is trading two wheels for bricks and mortar.

Eric French, Chief Operating Officer of Deliveroo, said: “We are opening our doors and welcoming commuters, local residents, visitors and day trippers to our first high street Deliveroo grocery store in the UK.

Takeaway delivery company Deliveroo is getting into the supermarket business by opening its first-ever grocery store on Oxford Street (pictured)

All 1,750 groceries will be supplied by Morrisons, who have partnered as Deliveroo's official food supplier for the store (pictured)

All 1,750 groceries will be supplied by Morrisons, who have partnered as Deliveroo’s official food supplier for the store (pictured)

So how does the new Deliveroo store work?

1) Appointment and order

Customers can enter the New Oxford Street store and place an order via the digital kiosks. A member of staff will then pack the groceries behind the counter, then hand the order to a customer when it is ready.

2) Order through the app and collect

Customers can order groceries from the New Oxford Street store through Deliveroo. A member of staff will pack the groceries and the customer can then pick up the groceries once the order is complete.

3) Order via app and delivery

Customers can order groceries from the New Oxford Street store and then have them delivered to their homes.

“Our New Oxford Street store promises a new way to shop for Deliveroo customers, giving them even more flexibility and choice, and should help energize the local area, with nearly two-thirds of shoppers saying they will visit other nearby stores when shopping with Deliveroo.’

For its new site, Deliveroo has partnered with Morrisons to sell items including ready meals, fresh food from its The Best range and closet staples.

Customers will be able to order groceries through digital kiosks in the store — much like customers do at fast-food outlets such as McDonalds — and wait for an in-store assistant to pack them behind the counter.

They can also pre-order items through the Deliveroo app and pick them up when ready.

The firm said this means people can skip the supermarket store and walk away with their groceries in minutes.

Deliveroo says customers can also still order home deliveries from the Oxford Street store through the app.

Supermarkets have been keen to take advantage of the demand for fast delivery that has increased during the pandemic, and many have signed up to food delivery platforms like Deliveroo and Uber Eats.

Deliveroo – which has around 7,000 grocery sites across the UK and Ireland – has partnered with supermarket giants like Waitrose and Sainsbury’s and is committed to delivering in as little as 20 minutes.

Located on the capital's New Oxford Street, the store will allow users of its app (pictured) to order food and groceries for pick-up or delivery

Located on the capital’s New Oxford Street, the store will allow users of its app (pictured) to order food and groceries for pick-up or delivery

It comes after the UK company, set up by entrepreneurs Will Shu (pictured) and Greg Orlowski, found success with fast grocery deliveries during the Covid pandemic - when many people turned to home deliveries instead of visiting supermarkets

It comes after the UK company, set up by entrepreneurs Will Shu (pictured) and Greg Orlowski, found success with fast grocery deliveries during the Covid pandemic – when many people turned to home deliveries instead of visiting supermarkets

The launch comes a month after Deliveroo revealed it was operating with a loss of £147m in the first half after cash-strapped consumers cut takeaways.

Its half-yearly losses had widened significantly from the £95million posted a year ago.

In another blow to the company, its non-executive director, Lord Wolfson, chief executive of supermarket chain Next, said he had resigned from its board 18 months after taking office.

Lord Wolfson said his role at Deliveroo was “no longer compatible with my executive and other commitments”.

But Deliveroo said it was making good progress with its profitability plan and planned to pull out of the Netherlands to bolster its liquidity.

Its new London store launched on Monday and will open from 8 a.m. to 11 p.m., along with delivery to local residents and offices.

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