The popularity of ultra-fast grocery brands continues to rise, but as they expand their coverage nationally, not everyone is happy about their ‘dark-store’ presence on high streets and in neighbourhoods.
In response, smart brands are evolving the format formula, stretching beyond fulfilment in support of local community issues and initiatives, aligned to their brand positioning.
Last week, Deliveroo launched HOP on New Oxford Street, the brand’s first physical store. Customers can shop Morrisons’ grocery products on kiosks in-store or via the Deliveroo app for collection or local delivery. The outlet partners with Too Good To Go, enabling customers to buy any surplus food at a discounted price and avoid creating excessive waste. The new site also features a screened-off, designated parking area where couriers will leave their bikes, minimising noise pollution and congestion on pedestrian footpaths, and supporting Deliveroo’s statement that “being a good neighbour is hugely important to them”.
Gorillas has launched a ‘Coffee and Collect’ site in Hampstead, operating their click & collect offer in collaboration with the coffee shop social enterprise Change Please, where all profits of the café are re-directed towards, and staffed by, local homeless people that undergo full barista training.
It’s an interesting time for brands looking to balance simultaneous customer demand for hyper-convenience and more mindful consumption, however, there is real opportunity for new format typologies that blend these benefits, whilst also playing a more positive and connected role in communities.
Get in touch with Household to understand how your brand and its formats can better serve and support communities by responding to customer need at speed.
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Image courtesy of Deliveroo