Sheng Siong, Singapore’s third largest supermarket chain, is now available on food delivery app Deliveroo.
According to an announcement on February 10, the two businesses have partnered up so that customers can order from 21 Sheng Siong stores across the island via the app. There are plans underway to expand this to 31 stores islandwide, Deliveroo said.
With this partnership, customers can buy more than 5,000 products from Sheng Siong round the clock. This includes fresh produce, pantry staples, and household essentials. According to the announcement, orders can be delivered within 30 minutes.
Lin Zikai, director of customer and operations at Sheng Siong, said that this is the first time the supermarket chain has partnered with a delivery company.
The supermarket was founded in 1985 by the Lim brothers (Lim Hock Eng, Lim Hock Chee, and Lim Hock Leng). The brothers were helping out at their father’s pig farm in Punggol. Facing an oversupply, Lim Hock Chee and his wife rented a stall at one of the now-defunct supermarket chain stores in Ang Mo Kio to sell chilled pork.
One thing led to the other, and that stall has now grown into one of Singapore’s top retailers.
Deliveroo Singapore general manager Jason Parke shared that ready-to-eat meals still remain central to the platform’s business.
However, the collaboration with Sheng Siong broadens its offerings, allowing Deliverro to better serve its customers, a growing segment of consumers expressing interest in using delivery platforms for grocery and non-food items.
This aligns with the direction that Deliveroo has taken since 2020, having launched grocery delivery with brands including Marks & Spencer, Little Farms, Hao Mart, and now, Sheng Siong.
This win-win collaboration between Sheng Siong and Deliveroo is a step that will help both parties stay competitive and relevant, while offering Singaporeans an easier way to shop.
From February 15 to 28, customers who purchase Sheng Siong’s groceries via Deliveroo can get S$6 off with a S$40 minimum spend.
Featured Image Credit: Sheng Siong / Deliveroo