Deliveroo Hong Kong opens new Editions site to reach wider demographic

Deliveroo Hong Kong has strengthened its service offerings by opening an "Editions" site in Cheung Sha Wan aimed at serving more than 400,000 customers in the district.  Deliveroo Editions is a dedicated platform to offer takeaway food. The new site reaches consumers from eight districts in northwest Kowloon, including Lai Chi Kok, Mei Foo, Sham Shui Po, Nam Cheong, Shek Kip Mei, Kowloon Tong, Beacon Hill and Yau Yat Tsuen. The company said the delivery radius of the zone covers a mix of residential and commercial potential customers.

Popular residential areas within Kowloon, Cheung Sha Wan, Nam Cheong and Sham Shui Po have seen an increase in new housing developments over the past decade, in addition to the traditional residential neighbourhoods of Yau Yat Tsuen and Mei Foo. In contrast, the areas of Lai Chi Kok and Cheung Sha Wan have more commercial buildings. The company said the area holds a relatively low population penetration to restaurants and is one of the areas that Deliveroo Hong Kong is focusing on for growth in 2021.

Although the pandemic situation in Hong Kong has been stable over the previous months, Deliveroo Hong Kong said the demand for on-demand delivery has remained strong. Citing a figure from its Deliveroo Restaurant Confidence Index, it said that 90% of respondents said food delivery was equally or even more important in the F&B industry as the situation has improved. 

"The demand for food delivery has shown a consistent increase over the past few years, and we’re hoping to bring residents and workers in these neighbourhoods some exciting new flavours to sink their teeth into. We look forward to more restaurants joining us, as delivery-only kitchens are a great way for partners to reach more consumers and grow their businesses," said Tim Tsiang, head of editions, Deliveroo Hong Kong. He added that there are plans for Edition sites to expand  in the future. 

Previously, to engage customers, Deliveroo Hong Kong featured boybands MIRROR and ERROR to announce the news of its partnership with supermarket chain ParknShop.

In the 19-minute video, Deliveroo Hong Kong features Lokman Yeung and Anson Kong from MIRROR, as well as DeeGor Ho and Poki Ng from ERROR to help sports commentator Christopher Chan cook three dishes to surprise his wife and daughter by ordering ingredients from ParknShop via Deliveroo Hong Kong's app. The video showcases Chan's cooking process under the guidance of Anson Kong, who is renowned for his cooking skills in real life.

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