Online delivery app Deliveroo has opened its first bricks-and-mortar store in Hong Kong, offering a variety of global dishes. Deliveroo Food Market will serve a dual function, delivering online orders as well as a consumer-facing storefront where diners can choose from 15 options.
“We find there is an opportunity to bring our online to offline model to our customers,” said Brian Lo, general manager of Deliveroo. “Hong Kong is one of the most expensive rental prices, so the pressure on restaurant operators is very high and this model works very well for them.”
One such restaurant is Chinese Chain Crystal Jade, which will use the store to test out new concepts.
“This is a location we can have a closer touch with the residents nearby and understand their dining behaviour. It allows us to test our new brands,” said Wincy Cheung, assistant marketing & communications director. “If we opened a physical store, we’d have to consider a lot of things. This delivery platform allows us to reach more customers at a location that we’re not already in.”
