Deliveroo launches first bricks-and-mortar store in partnership with Morrisons

Deliveroo is today opening its first bricks-and-mortar grocery store in the UK, in partnership with Morrisons.

The new Deliveroo Hop store on New Oxford Street in London, will allow customers to shop for groceries by ordering on digital kiosks via the Deliveroo app, for in-store collection or delivery to local residents and offices.

The store, which is open from 8am to 11pm each day, will offer over 1,750 grocery items from Morrisons ‘Ready to Eat’ and ‘The Best’ ranges, with Deliveroo’s site team picking and packing the orders “ready for collection or delivery in minutes.”

According to the rapid delivery firm, the store will “meet the needs of busy Londoners and visitors by offering a quick and convenient way to shop.”

Research commissioned by Deliveroo found 24% of Londoners now use rapid grocery services once a week to get their groceries. A further 40% of shoppers also reported buying groceries once every two to three days, “bucking the age-old ‘weekly shop’ trends,” the company said.

In addition, the survey found that 35% of people decide what they’re having for dinner on the day and, of those, 29% will buy at least some of the ingredients on the day.


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Deliveroo is also expanding its partnership with Too Good To Go for the new store, offering customers the chance to buy £15 worth of food nearing its sell-by date for £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.

“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,” Deliveroo chief operating officer Eric French said.

“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.”

Central District Alliance chief executive Debbie Akehurst added: “We are thrilled to welcome Deliveroo to the Central District, the new store will bring a much-needed shopping experience for workers and residents alike.”

“This new innovative way of shopping brings the convenience of online shopping as well as dropping into store to choose from a wide range of fresh produce. A great enhancement to revitalising our high streets.”

The New Oxford Street store is the newest addition to the company’s rapid delivery service Deliveroo Hop, which first launched in September 2021 and now operates across 16 sites in the UK, France, Italy, Hong Kong and the UAE.

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