Deliveroo opens a new type of 'dark store'

Deliveroo has expanded its rapid grocery business by opening a new type of ‘dark store’ in the heart of London. The new outlet operates as both a mini warehouse for staff to pick orders for couriers to collect and deliver to app users and as a pick-up point for app users to pick up their orders.

The store also lets non-app users walk-in from the streets and order groceries directly in-store. Customers can purchase items by ordering through the digital kiosks. The customer then only has to wait to be handed a bag containing their order instead of picking the items off the shelves themselves. “Deliveroo describes the new New Oxford Street store a offering customers a "a new way to shop" – suggesting the "rapid grocery service" will meet demand from busier Londoners," according to TechCrunch.

For over a year, Deliveroo has been offering rapid delivery of groceries service in 16 countries such as the UK, France, Italy, Hong Kong and the UAE, according to Bloomberg. Early last month, Deliveroo launched a new campaign to highlight the nation’s unique philosophy that “any occasion is a food occasion”.

This first campaign by VCCP Singapore, since winning the account in June, celebrates some of these moments, demonstrating that no matter the time, place, or situation, Deliveroo can make any occasion better with food on the island. On top of being an entertaining celebration of different cuisines and cultures, the campaign will feature a promotion for Deliveroo Plus membership, encouraging those hungry for a deal, to sign up and try free unlimited food and grocery deliveries on all orders for 30 days.

MARKETING-INTERACTIVE has reached out to Deliveroo for comments on if such a service will be launched in Asia. The concept of dark stories grew in prominence in Asia amidst the COVID-19 lockdowns.  However in August this year, Deliveroo rival Grab decided to shut its dark store operations in Singapore, Vietnam and the Philippines. “By streamlining our deliveries ecosystem, we will be able to scale deliveries more sustainably through a third-party marketplace model and in Malaysia via Jaya Grocer,” said the company in its latest financials.

Meanwhile, Deliveroo also made a move into the advertising business with the launch of its new Deliveroo Media and ecommerce platform in July. The platform, which marks the platform's selling of ad paces for the first time, will provide access for advertisers on its app and website and is created to increase its sales and profitability. 

In a press statement, Deliveroo said that while it already provides its partners with the opportunity to purchase some advertising space, the new platform will also provide opportunities to consumer FMCG brands. Brands will be able to advertise to Deliveroo customers with relevant offers across its app, on Deliveroo’s website and as part of social media, email, and push notification campaigns. With the new offering, ad spaces will be made available on Deliveroo’s order tracker page. New formats will also be launched over the coming months, alongside sponsored search listings. According to Deliveroo, while consumer experience will remain its main priority, advertising solutions will sit within this context. 

Moreover, the platform will enable brands to add samples and other items to customers’ orders placed within Deliveroo’s “editions” kitchens or rapid grocery “Hop” centres. The new offering will be first launched in the UK before being rolled out globally. Deliveroo did not share more details on when the service will be made available in Asia. 

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