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Brief Published: 22 Jan 2019

Deliveroo Opens Bricks-and-Mortar Restaurant


UK-based delivery app Deliveroo has expanded its influence in the restaurant market by opening a consumer-facing bricks-and-mortar Food Market in Hong Kong. Guests can purchase meals in-store, or order food for home delivery.

The space houses five restaurant groups, each operating several of their brands – including UK chain Pizza Express, Singapore-based Chinese restaurant Crystal Jade, Hong Kong Hawaaian eatery Polopi, and Indonesian brand Potato Head. The move is an extension of Deliveroo's Editions kitchen programme – a collection of delivery-only commercial kitchens shared by local restaurant brands, as covered in Digitised Dining Evolves.

According to Deliveroo, the new food market not only offers restauranteurs a lower-cost way to expand their delivery offering, but also gives them a place to innovate and test fresh ideas with less financial risk.

Pizza Express is using the Food Market to trial a new concept called The Pasta Project. Liam Collette, Pizza Express's international managing director, told US publication CNBC: "The Pasta Project, as a virtual brand, gives us the opportunity to be more adventurous and try riskier things. Restaurants are not going to be eliminated by delivery and we're going to continue to expand, but it is a key part of the dining scene, so we need to lead into that."

Deliveroo is set to open a second Food Market site in Singapore later in 2019.

This is the latest in a string of new offerings from the delivery app, which launched its 'virtual food market' in 2018, allowing customers to purchase different dishes from multiple restaurants within the same order.

For more on how food brands are offering increasing convenience to consumers, see New Meal-Kit Strategies Give Consumers Control and US Start-Up Launches Vending Machine for Meat Lovers. For a retail perspective, see Last Mile: Retail Delivery Focus.