Online food delivery app Deliveroo has opened its first brick-and-mortar location in Hong Kong, as reported by CNBC. In a press release, Deliveroo says the store will host five popular restaurants that will offer a variety of global dishes, like Shanghai noodles and Hawaiian fish. In Deliveroo’s hybrid concept, customers can walk in and order food to go from these restaurant partners or place orders for delivery. If it performs well, the company could open more in other countries.
The storefront is called Deliveroo Food Market, which is the same name attached to Deliveroo’s recently launched service that lets customers select dishes from different restaurants in a single online order. It’s also an expansion on its Editions program — custom-built, Deliveroo-owned kitchens shared between five and ten different restaurants. Operating like a co-working space, these kitchens allow restaurants to expand where they can deliver without building additional locations.
While virtual kitchens have become a fairly common thing, not many delivery services open up restaurants where you can actually walk inside. Alibaba has a line of mostly automated grocery stores called Hema that promise 30-minute deliveries. The trend is also happening on a more local level. Chicago’s Foxtrot, for example, allows customers to order liquor, food, and essentials through their app and has several cafe-like stores around the city where loyal app users can redeem in-store rewards. And last year, chef David Chang launched delivery-only concept Ando, which then opened a physical location in New York. However, it closed shortly after when Uber Eats acquired Ando in 2018.