Deliveroo has launched its first grocery store through a wholesale partnership with Morrisons.

Called “Deliveroo Hop,” the site in Central London is delivery-only and promises deliveries in as quickly as 10 minutes. The launch means Deliveroo joins the growing list of rapid delivery startups, which includes Weezy, Getir and Gorillas.

Deliveroo is already partnered with 4,600 grocery stores across the UK. The Hop store operates from what is known as a dark store, a distribution site which is closed to the public. Deliveroo already has experience of running dark sites following the launch of its dark kitchen network Editions.

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The firm claims its automated inventory system used for Hop will eliminate the need for substitutions, while the store will offer up to 2,000 items as part of its agreement with Morrisons. The range includes third-party brands and own label products from the supermarket. Deliveroo is also offering a £10 discount off each first order from Hop, as well as rewards for the “most loyal customers throughout the launch period.”

Deliveroo CEO and founder Will Shu said: “Deliveroo Hop will enhance our on-demand grocery offering for both consumers and our grocery partners. We are pleased to launch the service with Morrisons, one of our largest partners.”

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Morrisons chief executive David Potts added: “Morrisons has enjoyed a strong and growing partnership with Deliveroo since March 2020 which now covers more than 320 stores. The rapid delivery grocery sector is developing quickly and is highly valued by customers. The launch of Deliveroo Hop represents another key moment, enabling customers to choose from  a wide selection of groceries from Morrisons and have them delivered by Deliveroo in as little as ten minutes.”

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