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Deliveroo launches first loyalty programme in Hong Kong


Making bold strides forward in its expansion plan, leading food delivery service Deliveroo has launched a new loyalty programme at its Food Market in Sai Ying Pun.

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This is the first Deliveroo Editions loyalty programme at its retail sites anywhere in the world, and goes live for customers in Hong Kong. The company targets to grow retail order volume by 75% and increase order frequency by 85% with the launch of the loyalty program.

The loyalty programme rewards customers with an e-stamp for every HK$50 spent at Food Market. Customers who collect 10 stamps can redeem a HK$100 in-store cash coupon; 20 stamps can receive a HK$150 in-store cash coupon; and 30 stamps can receive a HK$200 in-store cash coupon.

Loyalty programme members can also enjoy birthday rewards – 10% off any purchase during their birthday month – and surprise perks from Food Market restaurant partners.

Brian Lo, General Manager of Deliveroo Hong Kong, said, “We are thrilled to launch Deliveroo’s first ever loyalty programme for our Editions sites anywhere in the world, right here in Hong Kong. Our aim is to reward customers with more opportunities to enjoy a delicious meal; support our restaurant partners via a new platform for sales, brand love and publicity; and bolster Deliveroo’s bold expansion plans as we work to bring even more amazing offerings to the dining landscape in Hong Kong.”

The December 2018 launch of Hong Kong’s first Food Market in Sai Ying Pun has positioned Deliveroo for robust future growth. Representing an investment of HK$7.5 million, Food Market is Deliveroo’s first direct-to-consumer location, letting customers walk in off the high street and order their food for takeaway.

Food Market also prepares food orders for delivery via the Deliveroo platform, bringing more choice to the area. Since opening, Food Market has supported Deliveroo’s escalating businesses in Hong Kong; bringing an additional 50% in terms of order volume and 26% of new customers acquisition within the area.

Food Market is now home to five restaurant partners offering a total of 15 dining concepts, including new virtual restaurant brands which are exclusively available via Deliveroo. Crystal Jade, a Chinese restaurant from Singapore and a culinary brand with MICHELIN one star, launched the delivery-only virtual brands Lao Er and Brother Kwok to tap into the eating desires of the younger generation. Other new brands launched through Food Market include The Pasta Project by Pizza Express, Shaka, Kai and Blazed by Pololi Group, and Leaves & Liberty and The Dogg Pound by Beef & Liberty.

A Food Market expansion plan is now underway, as Deliveroo explores new partnerships with student unions and looks at how to further scale the Food Market success across Hong Kong. Also supporting the business of Deliveroo in Hong Kong is the recent launch of Deliveroo Plus – a new subscription service giving Hong Kong customers unlimited free delivery.

Will Bray, Managing Director, The Greater China Restaurant Company, the parent company of Beef & Liberty, said, “Being a part of Food Market is supporting us to reach new customers without the burden of additional costs to our operations; supporting our business to achieve exponential growth.”

“We can reach a wider range of diners in the dynamic Sai Ying Pun area, and use Deliveroo’s data and analytics support to understand white spaces in the culinary market and try out fresh, creative dining concepts. With the new loyalty programme, customers will have even more reason to eat with Food Market,” he continued.

Joshua Chu, Director of Red Sauce Hospitality, added, “Working with Deliveroo via its delivery service platform and Food Market has made a measurable impact of 150% on our revenue growth, and we can’t wait to see what great results the new loyalty programme will deliver.”

“The Food & Beverage industry in Hong Kong is constantly changing and evolving, which is why it’s important to have a partner like Deliveroo to help us see key data points around Hong Kong’s food landscape and take new risks to preemptively meet and exceed what customers expect from a great eating experience,” Chu continued.

Steph Kudus, Founder of Pololi, added, “With the launch of our new concept SHAKA Rolls, we are excited to see how Deliveroo’s new loyalty program can help boost Pololi Group’s retail sales growth. As a Deliveroo Editions partner, we know how beneficial customer insights and market data is and the loyalty programme would hopefully be beneficial too.”

Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 80,000 best-loved restaurants, as well as 60,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with 2,500 employees in offices around the globe.

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Deliveroo operates in over 500 towns and cities across 14 markets, including Australia, Belgium, France, Germany, Hong Kong, Italy, Ireland, Netherlands, Singapore, Spain, Taiwan, United Arab Emirates, Kuwait and the United Kingdom.