Deliveroo has announced it is opening its first physical grocery store in partnership with Morrisons.

Delivery HOP is part of the company’s fast grocery delivery arm and will be located on New Oxford Street in London. Customers will be able to order in store through digital kiosks, via the Deliveroo app for collection in store or for local delivery.

The new store will offer customers over 1,750 grocery items. This includes ingredients, snacks and meals from Morrisons ‘Ready to Eat’ and ‘The Best’ ranges.

Deliveroo claims the new service will meet the needs of busy Londoners by offering them a quick and convenient way to shop. Research by the company shows 35 per cent of people decide what they want for dinner on the day and of those, 29 per cent will buy some of the ingredients on the day.

Commenting on the news, Eric French chief operating officer at the company said: “We’re opening our doors and welcoming commuters, local residents, visitors and day-trippers into our first Deliveroo high-street grocery store in the UK."

He added: “Our New Oxford Street store promises a new way to shop for Deliveroo customers, giving them even greater flexibility and choice and should help boost the local area with nearly two thirds of shoppers saying they will visit other nearby shops as they come to shop with Deliveroo.”

This follows the news that Deliveroo launched a partnership with Too Good To Go to prevent food waste. The service will be available in the new store and will offer customers the chance to by £15 worth of food nearing its sell-by date for £5.

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