X5 Retail Group, Russia’s largest food retailer and the #1 player in the country’s e-grocery market, is expanding its online express delivery service to work with other food market players.
X5’s online delivery platform Okolo now offers express delivery from several Moscow restaurants following a marketplace model: customers place orders with partner restaurants via the Okolo mobile app, and orders are delivered by restaurant couriers.
With this new service, X5 is delivering on its strategy to expand Okolo’s delivery aggregator footprint beyond X5 stores to include other FMCG companies. Okolo already makes deliveries from 39 restaurants, and more than 20 dark kitchens operated by Mnogo Lososya Group. These new Okolo delivery services are currently available in Moscow.
Х5 Retail Group CEO Igor Shekhterman commented:
“Our Okolo aggregator has been delivering orders from X5’s Pyaterochka and Perekrestok stores since late last year. During this period, we have tested our hyperlocal delivery model and attracted loyal customers who regularly use the Okolo app for their daily shopping needs. Okolo’s digital expertise and robust business model helped the service quickly build partnerships with several restaurants…We want our customers to be able to satisfy their local food and ready-to-eat needs with a single app, within the shortest time frame possible and to enjoy the experience.”
X5 launched its Okolo-branded aggregator for food and ready-to-eat meal delivery services in November 2020. The Okolo app leverages a hyperlocal consumption model, with food and ready-to-eat meals delivered from the nearest stores, restaurants and cafés.
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