Meal box delivery service HelloFresh opened a pop-up store in London's Old Street Station for the entire month of March. Commuters will be able to grab one of the meal boxes as they go.
Whoever passes by at the station can buy ingredients for some of HelloFresh' most popular dishes at the pop-up store and a single-dish box will cost ten pounds. Ten percent of the store's proceeds will be donated to the Felix Project, which tackles food waste. It did something similar in London's Waterloo Station for a few days in November, where the full proceeds went to the same project.
The pop-up is part of HelloFresh' five-year anniversary celebrations, which is why commuters will be able to enjoy a non-alcoholic cocktail in the pop-up store. It is also handing out free mealboxes and one visitor will even win a trip to Florence.
More flexibility in "pick and go"
The store is also more than a publicity stunt, because the company is testing the water for physical stores. "The launch of our first ever retail space marks an exciting time for the business”, said Hello Fresh MD Ian Marsh. "We are responding to the fact that our customers have said they would like the flexibility of being able to pick up our recipe kits on their way home."
HelloFresh was founded in the United Kingdom in 2012 and is now available in nine countries and boasts 850,000 subscribers.