In the dynamic landscape of on-demand delivery, where convenience and innovation converge, Deliveroo has emerged as a pivotal player, not merely satiating appetites but seamlessly integrating into the daily lives of Singaporeans. A recent survey conducted by Deliveroo revealed that the platform has transcended its conventional role of providing ready-to-eat meals to become a part of daily life for its users in Singapore. In an exclusive interview Inside Retail, Jason Parke, general manager of
er of Deliveroo Singapore, delved into the brand’s transformation journey, the changing consumer landscape, and the strategic initiatives employed by Deliveroo to stay ahead of the curve. The story so far “At Deliveroo, we understand the need to deliver the next unexpected product, especially as food trends evolve ever so quickly in Singapore, and we’re continually adapting to meet consumer demand,” Parke told Inside Retail. He went on to say that most people enjoy discovering something new and unique – whether it’s finding a new hawker stall, restaurant concept or simply just by ordering in food. “As such, the challenge and the opportunity for players like us is to push the boundaries of meal ordering and unlock new forms of food enjoyment,” he added. Parke said that the team actively seeks out new restaurant partners, whether they are established traditional establishments or emerging culinary gems. “Through this, we continually expand and enrich the choices available to our consumers, ensuring a diverse and exciting selection for every palate,” he noted. In 2020, Deliveroo introduced an on-demand grocery delivery service in Singapore, offering consumers access to thousands of grocery products and household essentials. “We’re continually adding onto this offering, including exploring the exciting new possibilities beyond groceries, including non-food items that people may have an immediate need for,” he said. Beyond ready-to-eat Parke said that Deliveroo sees opportunities in diversifying the platform beyond ready-to-eat meals. “Demand for groceries persists, with average monthly spending of S$111 on grocery deliveries via food delivery services, and half of respondents intending to spend more in the next 12 months,” he explained. According to the survey, 49 per cent say they prefer getting groceries delivered over going to the supermarket. If they need to buy a large amount of groceries, 51 per cent said they would consider grocery delivery via food delivery apps over going to the supermarket. “Deliveroo’s grocery partners include Marks & Spencer, The Providore, HAO Mart, Fortune Supermarket, uMart and specialty store favourites serving different areas of Singapore, including Aw’s Market, So France, Blu Kouzina Mart, Ryan’s Grocer, Shell Select and Kuriya Japanese Market, offering consumers on-demand access to a plethora of groceries, in as little as 20 minutes,” Parke revealed. Recognising that customers need various types of goods beyond regular groceries, Deliveroo has also included access to all kinds of specialist convenience stores, for instance, specialty Indian stores and organic sellers to partners like Swensen’s and Drinkies. The future “According to our recent ‘Snack to the Future Report’, the future of food and food delivery is set to be personalised and convenient, sustainably sourced and produced, augmented and virtual. Indeed, it is an intriguing, immersive and innovative space to see emerge,” he stressed. According to Parke, personalisation of meals is a key food trend — not just in Singapore but globally. The Deliveroo top 100 list revealed that mix-and-match bowls prove to be a favourite across seven different countries. “In Singapore’s dynamic culinary landscape, a notable trend that underscores customers’ need for personalisation is exemplified prominently by ‘The Daily Cut’s Build Your Own Bowl’, which claimed the prime position in Singapore,” he said. He also thinks personalised diets and meals could transform why, how and what food people order and enjoy, with advances in AI accelerating the normalisation of hyper-personalised food services. Beyond convenience and personalisation, there is also now a huge focus on how food is sustainably sourced or produced. “There is the opportunity for food and delivery platforms in Singapore and globally to leverage technologies such as cellular agriculture, precision fermentation and even blockchain, in ensuring consumer’s demand for the food they choose can be met,” he elaborated. Parke also believes that the increasing desire for healthy living could present new opportunities for meal delivery. New forms of affordable nutrition could be the norm with superfoods and synthetic foods becoming mainstream and expanding the variety of people’s diets. “All of which could be supported by advanced meal delivery services that could have sophisticated AI-driven diagnostic tools that cater to people’s lifestyle needs; and perhaps incentivise them to lead healthier lifestyles,” he noted. Ultimately, according to Parke, the future of food lies in personalised nutrition, where companies like Deliveroo can combine health records and dietary habits to propose and deliver customised, nutritious meals that cater to the daily physical, social, and mental needs of its customers.