Deliveroo Hop:

Deliveroo Hop - A fresh and fast way to shop for groceries!

London-born, restaurant delivery giant, Deliveroo, has navigated from the digital ether into the world of real-life grocery stores. Deliveroo has created a “Fresh New Way to Shop” for groceries.

The Context:

According to research by Deliveroo, on average, 40 percent of shoppers “reported buying groceries once every two to three days,” consigning the “weekly shop to history.” Elsewhere, younger people “champion convenience, with almost half (42 percent) of 18-34 year olds ranking it as the number one determining factor when purchasing groceries, while 38 percent of those surveyed ranked price as most important.” And, in London, a quarter (24 percent) of Londoners now use rapid grocery services to get their groceries.

The Challenge:

Brand Design Lab worked in conjunction with Deliveroo HOP to create a messaging strategy and develop a unique tone of voice to help communicate this new way of shopping in simple yet fun way, while also communicating the unique personality and USPs of Deliveroo HOP. It was important to communicate the new offer and stay on brand, but ensure the new offer didn’t get confused with the existing restaurant delivery service.

The Solution:

As well as creating a blueprint for stores going forwards, BDL were tasked in helping to realise this communication strategy within its first physical Flagship store, which opened on New Oxford Street in central London on 3rd October in conjunction with Morrisons.

As well as functioning as a mini warehouse where Deliveroo staff pick orders for couriers operating on its platform to collect and deliver locally to app users, the new New Oxford Street “Deliveroo HOP” outlet functions as a pick up point for shoppers who’ve ordered groceries in Deliveroo’s app.

But a bigger difference is that non-app users can also walk into a reception area to use a digital kiosk and make an order for groceries directly in-store. They then wait “minutes” to be handed a bag containing their chosen groceries, rather than picking the items off shelves themselves. Simple and direct step-by-step messaging helps customers understand the process instantly when they enter the store.

Deliveroo describes the new New Oxford Street store as offering customers “a new way to shop” — suggesting the “rapid grocery service” will meet demand from busier Londoners wanting to walk in, pick up a few bits for lunch in person or to buy ingredients for their evening meal by placing an order in its app and collecting it on their way home.

Deliveroo HOP is an example of a young, digital brand being flexible and agile, morphing itself to suit a customer need and follow customer trends. BDL believe that in today’s every changing social and economic landscape, it’s brands like this who will find the most success.