The Drum goes in search of Deliveroo’s ‘secret’ summer garden

Restaurant delivery service Deliveroo has launched a summertime pop-up in London’s Hoxton Square today (8 June); The Drum headed east to check it out.

The activation comprises of both sheltered and open-air spaces for Brits to enjoy the inevitable mix of rain and sun across the next three days.

Guests are encouraged to order food from nearby restaurants via the brand’s app and chow down on deckchairs, under umbrellas or al fresco on the grass. Today also saw Deliveroo entice consumers in with complimentary food and drinks.

In the evenings, Deliveroo's partner drinks brands will provide wine, beer and cocktails, as well as non-alcoholic drinks.

Emily Strang, marketing associate at the brand, told The Drum the activity has been designed to get consumers using the service in the summer months. “At he moment most people associate us with cozy burgers in, and intimate nights with the telly, and film nights, and we wanted to really bring our proposition to life outside.

"So the idea is to plant a seed about ordering your nearest garden, your nearest park…anywhere you can enjoy summer treats."

She added: "This sort of experiential activity is of huge, huge importance to us. Being online only we really need to get the brand and what we really stand for out to people."

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

All by Katie