Food delivery startup now brings you breakfast in Singapore

Photo credit: Deliveroo.

Food delivery startup Deliveroo now wants to catch you while it’s bright and early. The company announced today it’s launching a breakfast delivery service within Singapore’s Central Business District (CBD). Sticking to its promise of delivering within an average of 32 minutes, the startup’s delivery people will bring you your morning coffee, juice, bagel, croissant, or what have you, from 8am to 11am.

Deliveroo is billed as a premium food delivery service, which means customers order food from high-end restaurants – or at least, higher than your average fast food place. To illustrate, the minimum order required for breakfast delivery is US$12.70 (it’s normally around US$20 for other times of the day). That’s probably why the service targets the CBD for now.

Deliveroo is billed as a premium food delivery service.

The London-based startup raised a series D round worth US$100 million in November 2015, led by DST Global and Greenoaks Capital. It’s currently active in the UK, Australia, Singapore, Hong Kong, United Arab Emirates, Belgium, France, Germany, Ireland, Italy, the Netherlands, and Spain. The company says it’s currently working with more than 300 restaurants in Singapore, up from 140 around the time of its series D.

Its closest competitor in Singapore is currently the Rocket Internet-backed Foodpanda, which recently launched an in-house delivery service (instead of relying on restaurants’ own delivery personnel).

Other startups approach the space differently, like grocery delivery app Redmart’s Homemade home-cooked food delivery service, or its Relay service (currently in beta) for delivering a variety of products, including food. Startups Chef Box, Grain, and BoxGreen, meanwhile, specialize in the healthy food niche.

Converted from Singapore dollars: US$1 = S$1.41