Deliveroo, the on-demand food delivery platform, is expanding its grocery delivery service, Deliveroo HOP, in London. This decision comes in response to a surge in demand from customers who live in the capital. The expansion includes the opening of two new delivery-only grocery sites in partnership with Waitrose and Morrisons in Acton and Norbury, respectively. This move increases the total number of HOP locations in London to 11, enabling Deliveroo to reach Londoners from Ealing to Hackney. Deliveroo’s grocery offering in the UK includes on-demand groceries from major retailers, including Asda, Co-op, Morrisons, Sainsbury’s, Waitrose, Spar, OneStop, and Whole Foods Market.
Deliveroo HOP’s Acton site is in partnership with Waitrose, marking the second delivery-only HOP site in partnership with Waitrose, following the success of the first site in Bermondsey. This new location will offer over 1300 products to households in Chiswick, Turnham Green, and Acton, all available for delivery within minutes. Norbury’s HOP site, in partnership with Morrisons, will offer over 1600 products, providing even more choice and selection to the local area.
According to Deliveroo, the top three most popular grocery items ordered by Londoners are bananas, avocados, and semi-skimmed milk. However, South Londoners’ top ten ordered items include strawberries and raspberries, while North Londoners prefer 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, such as Milan, Paris, Hong Kong, and Dubai. By the end of 2022, Deliveroo had approximately 18,000 grocery sites live globally, compared to over 11,000 at the end of 2021.
Furthermore, Deliveroo has also introduced new innovations in the capital, such as its first-ever walk-in store on New Oxford Street, allowing consumers to shop for groceries in-person.
Chief Business Officer for UK&I Deliveroo, Carlo Mocci, commented, “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. 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 favorites to your door in minutes.”
Sales Director for Franchise and Wholesale Supply at Morrisons, Paul Dobson, added, “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.”
Barry Delehanty, Director of Commercial Sales and Convenience at Waitrose, stated, “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.”
In the first half of its financial year, on-demand groceries accounted for 11% of Deliveroo’s revenue, up from 9% a year ago.