Pick.A.Roo delivery choices now include SMEs

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ON-DEMAND lifestyle delivery app, Pick.A.Roo, may have presented itself as a platform featuring more premium choices and curated stores but now it has made a place for itself as a platform that also supports small-medium business enterprises (SMEs).

To date, “44% of signed brands are SMEs. Mostly moms and baby, self-care and boutique stores,” said Crystal Gonzalez, Pick.A.Roo co-founder and CEO, in an e-mail to BusinessWorld on Nov. 5.

When it launched in August, the platform featured “premium” options like delivering food from hotels (Shangri-La at the Fort for one), to groceries from S&R and Landers. It also onboarded highly requested stores like Beyond the Box and Gourdo’s.

The platform was created by Ms. Gonzalez, who was formerly the country head of Singapore-based delivery app Honestbee, and Kevin Tan, CEO of Alliance Global which operates property giant Megaworld and Resorts World Manila, among others.

Now, Pick.A.Roo is also home to smaller brands such as Nicole and Abby Flowers and Gifts, and Baker J, among others.


“We don’t necessarily have a limit in mind — our focus is that we have the best of the best in each category and our customers have enough options per location we are present in,” Ms. Gonzales said when asked about how many more sellers they plan to introduce to the platform.

Since launching, she noted that they’ve had “80% growth” with a market composed mostly of females (80%) aged 25-35, most of whom are either married or single parents.

Pick.A.Roo also has a fleet of 2,000 riders, 10% of whom are currently deployed. Deployment rate is “increasing week-on-week as we also increase our volume.”

Ms. Gonzalez and her team are also looking to expand soon to Cebu and other key cities outside of Metro Manila on top of improving app user experience, and “onboarding more affordable, high quality food options.”

Pick.A.Roo is available for download via the Google Play Store and the Apple App Store. — Z.B. Chua