Deliveroo to target stressed-out Londoners with branded secret garden experience

Restaurant delivery service Deliveroo is to create a Secret Garden-style pop-up in June in order to offer Londoners a space to relax outside of the office.

Capitalising on the supposed forthcoming summer heatwave, The Deliveroo Garden will run from 8-10 June in Hoxton Square. It promises both sheltered and open-air spaces to chill out in, as well as an alfresco meeting room.

Guests will be enticed to order food from nearby restaurants and have it ordered straight to the garden with a waiver of the standard delivery fee, while in the evenings, Deliveroo's partner drinks brands will provide wine, beer and cocktails, as well as non-alcoholic drinks.

Dan Warne, Deliveroo’s managing director for UK & Ireland, said: "Enjoying the outdoors is becoming increasingly difficult in built up areas like London, and given the British summer isn’t exactly reliable, we need to be ready at all times.

"We hope The Deliveroo Garden will encourage Brits to ditch their desks and make the most of their time outside, and order in to eat out.”

The brand, which raised $70m in funding last year, appears to be fully embracing the practice of experiential marketing, having activated a two-metre high interactive slot machine in London's Waterloo earlier this week.

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