X5 Retail Group expands Okolo platform to other food market players

Russia’s X5 Retail Group has launched express delivery from several Moscow restaurants via its online platform Okolo.

This covers 18 Niyama outlets, six Wabi-Sabi outlets, eight Menza outlets, and more than 20 dark kitchens operated by Mnogo Lososya Group, including under the brands 10 Ideal Pizzas, Rolls #1 and Yaji.

Seven Gorod-Sad restaurants will also participate in the initiative. Delivery services cover all city districts within the Moscow Ring Road.

X5’s online #expressdelivery service Okolo now delivers from Moscow restaurants, as part of X5's strategy to expand its express delivery service to other #FMCG players https://t.co/yNavKxHOlZ pic.twitter.com/4Qaod1bztJ
— X5 Retail Group (@X5_RetailGroup) April 21, 2021

The Okolo app publishes its partners’ menu cards, customers place orders, and the delivery aggregator forwards them to the relevant restaurants.

Orders are delivered by restaurant couriers, with the terms of delivery set by the outlet.

“Our Okolo aggregator has been delivering orders from X5’s Pyaterochka and Perekrestok stores since late last year,” says Х5 Retail Group CEO Igor Shekhterman.

“During this period, we have tested our hyperlocal delivery model and attracted loyal customers who regularly use the Okolo app for their daily shopping needs.”

“Okolo’s digital expertise and robust business model helped the service quickly build partnerships with several restaurants.”

He concludes: “We want our customers to be able to satisfy their local food and ready-to-eat needs with a single app, within the shortest time frame possible and to enjoy the experience.”