Deliveroo Hong Kong launches loyalty program

Deliveroo Hong Kong believes a new loyalty program it has launched will drive retail-order growth by 75 per cent and increase order frequency by 85 per cent.

Launched yesterday at the company’s Food Market in Sai Ying Pun, the program rewards customers who order food with an e-stamp for every HK$50 spent at Food Market. After they collect 10 stamps they can redeem a $100 coupon redeemable in store. Or they can save 20 stamps for a $150 in-store cash coupon; 30 stamps for $200. Members of the program can also enjoy birthday rewards of 10 per cent off any purchase during their birthday month.

“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 to bolster Deliveroo’s bold expansion plans,” said Brian Lo, GM of Deliveroo Hong Kong.

Food Market was launched last December, as the food-delivery service’s first direct-to-consumer location, letting customers walk in off the street and order their food for takeaway. Food Market also prepares food orders for delivery via the Deliveroo platform.

Lo says the market has brought an additional 50 per cent in order volume and 26 per cent in new customer acquisition within the area during the past six months.

It is currently home to five restaurant partners offering 15 dining concepts, including new virtual restaurant brands which are exclusively available via Deliveroo. Chinese restaurant Crystal Jade launched the delivery-only virtual brands Lao Er and Brother Kwok aimed at younger consumers. 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.

Deliveroo is now planning to expand Food Market, exploring new partnerships with student unions and looking at ways to further scale the concept’s success across the territory.