Deliveroo has opened a 1,500 square foot Food Market in Hong Kong’s Sai Ying Pun neighbourhood, which hosts counters from a handful of its existing restaurant partners.
The space is designed to be a low risk, experimental location where Deliveroo and these partners can test new ideas before rolling them out to market.
Diners can physically enter the market and buy food at the counters, but those using the Deliveroo app can order for Deliveroo from across all of the outlets and only pay one delivery fee. There is no dine-in space at the market.
The storefront has launched with five restaurant groups, including UK chain Pizza Express, Singapore-based Chinese restaurant Crystal Jade, Hong Kong Hawaiian eatery Polopi, and Indonesian brand Potato Head. Behind the front of house at the market are multiple kitchens occupied by each restaurant partner.
The concept is an extension of Deliveroo Editions delivery-only kitchens, which launched in the UK in 2017.
Pizza Express is using the Food Market to trial a new concept called The Pasta Project. Liam Collette, managing director of PizzaExpress International, said: “The Pasta Project, as a virtual brand, gives us the opportunity to be more adventurous and try riskier things. Restaurants are not going to be eliminated by delivery and we’re going to continue to expand, but it is a key part of the dining scene, so we need to lean into that.”
Full location: Sai Ying Pun, Hong Kong
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