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Deliveroo launches a new kind of loyalty programme in Hong Kong

Deliveroo has launched a new loyalty programme at its Deliveroo Food Market in Sai Ying Pu.

Starting from 10 June, this is – globally – the company’s first retail site-based Deliveroo Editions loyalty programme. As part of its expansion plan, the loyalty scheme is aimed at encouraging retail order volume growth by 75% and to increase order frequency by 85%.

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

The programme also includes Birthday rewards – such as 10% off any purchase during members’ birthday month – and surprise perks from Food Market restaurant partners.

“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,” said Brian Lo, general manager of Deliveroo Hong Kong.

The launch of the Deliveroo’s first direct-to-consumer location – Food Market in Sai Ying Pun last year – has positioned Deliveroo for robust future growth, bringing in an additional 50% in terms of order volume and 26% of new customer acquisitions within the area over the past six months, according to the company.

“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,” said Joshua Chu, director of Red Sauce Hospitality.

“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.”

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 younger generation’s market.

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 stated that a Food Market expansion plan is underway – it is exploring new partnerships with student unions and looking at how to further scale the Food Market success across Hong Kong.

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