Now Deliveroo opens a SHOP: Delivery giant joins forces with Morrisons as it opens Oxford Street store TODAY where customers can order 1,750 items – including ready meals and fresh food – using digital kiosks or the app for immediate collection

  • Deliveroo is opening a bricks-and-mortar store on New Oxford Street in London
  • The site will sell 1,750 grocery items supplied by supermarket giant Morrisons
  • Customers can walk in and collect or order via the app for collection or delivery

Takeaway delivery giant Deliveroo is wheeling its way into the supermarket business, by openings its first ever grocery store.

The British tech firm will today throw open the doors to its new ‘Deliveroo Hop’ shop in London.

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

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

It comes after the British firm, set up by entrepreneurs Will Shu and Greg Orlowski, saw success with rapid grocery deliveries during the Covid pandemic – when many people turned to home deliveries instead of visiting supermarkets.

But with fellow delivery giants Amazon pushing its grocery store business, and other grocery delivery start-ups nipping at its heels, the company is swapping 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 into our first Deliveroo high-street grocery store in the UK.

Takeaway delivery firm Deliveroo is wheeling its way into the supermarket business, by openings its first ever grocery store on Oxford Street (pictured)

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

So how DOES the new Deliveroo store work? 

1) Walk-in and order

Customers can walk into the New Oxford Street store and make an order via the digital kiosks. A staff member will then pack the shopping from behind the counter and then hand the order to a customer when ready.

2) Order via the app and collect

Customers can order groceries from the New Oxford Street store via the Deliveroo. A staff member will pack the shopping and the customer can then pick up the groceries when the order is completed.

3) Order via the app and delivery

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

‘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.’

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

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

They can also pre-order items via the Deliveroo app and collect them when they are ready.

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

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

Supermarkets have been keen to cash in on the demand for rapid delivery that grew during the pandemic, with many signing up to food delivery platforms like Deliveroo and Uber Eats.

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

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

The launch comes a month after Deliveroo revealed it was operating at a loss of £147 million in the first half of the year, after cash-strapped consumers cut back on takeaways.

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

In another blow to the business, its non-executive director Lord Wolfson, chief executive of high street chain Next, said he had stepped down from its board 18 months after taking on the role.

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 in its profitability plan and planned to pull out of the Netherlands to shore up more cash.

Its new London store launched on Monday and will open from 8am to 11pm, as well as delivering to local residents and offices.

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