IKEA wins praise with trendjacking post upon Deliveroo HK's exit

IKEA Hong Kong has won Hongkongers' hearts after uploading a trendjacking post regarding Deliveroo's exit in the city, recalling Hongkongers’ memories with the food delivery platform.

According to its Instagram, IKEA Hong Kong uploaded a post stating “(Wuu roo roo roo roo...) Has anyone else noticed that the clothes hangers at home seem to be disappearing just like socks...?”

“You buy hangers, but somehow they vanish into thin air... (Wuu roo roo roo roo...),” the post added.

IKEA's quick reaction has garnered over 15K likes on Instagram, with many praising the witty and smart move of the brand, while some questioned if IKEA already knew Deliveroo would be exiting the city before the news broke, a check by MARKETING-INTERACTIVE saw.

MARKETING-INTERACTIVE has reached out to IKEA HK for more information.

This came after Deliveroo decided to exit its Hong Kong operations through the sale of certain assets to its competitor foodpanda and the closure of other assets. Deliveroo Hong Kong’s platform will remain live until 7 April 2025.

Don't miss: Is Deliveroo's exit in HK an alarm or opportunity to remaining players?

Meanwhile, Deliveroo Hong Kong has nominated liquidators to manage the closure of the Hong Kong business and the remainder of its assets in the most efficient way possible.

Following the closing of the agreement, Deliveroo customers and riders will be redirected to the foodpanda platform. Certain restaurants and grocery shops will be onboarded into the platform, according to a statement by foodpanda.

This transaction will give customers on the foodpanda platform access to a wider range of restaurant and grocery businesses, including some only available on the Deliveroo app. Vendors joining the platform will be able to tap into a new customer base to boost their long-term success.

In fact, With the emergence of new competitors such as KeeTa two years ago, Deliveroo and foodpanda have faced vigorous competition within the local market. As of March 2024, KeeTa has seized 43% of the food delivery market share in Hong Kong and has become the largest food delivery service provider by order number in the city, according to a report by alternative data provider Measurable AI.

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