Briefing: Alibaba’s Freshippo opens breakfast service Pick’n Go in Shanghai

By Emma Lee
1 min read

盒马鲜生全新业态Pick’n Go便利店全国首店亮相上海 – Sohu Tech

What happened: Alibaba’s grocery chain Freshippo, known as Hema, opened on Monday a breakfast pick-up store in central Shanghai’s Huangpu District. Pick’n Go offers more than 20 breakfast items including pancakes, bread, pizza, steamed buns, soybean milk, and coffee. Orders can be placed via Freshippo app for pick-up from a self-service locker to avoid morning rush hour lines. The ingredients for all items are sourced from Freshippo’s supply chain.

Why it’s important: Alibaba has high hopes for Freshippo, which is considered as a successful new retail business model with 135 outlets in China. The tech giant’s recent restructuring placed the grocery business as a standalone unit. There are five store footprints including 4,000 square meter (around 43,000 square feet) full-service stores, smaller Fast & Fresh stores for business districts, Freshippo Wet Markets, Freshippo Mini markets, and delivery-only Freshippo Xiaozhan. The launch of Pick’n Go diversifies Freshippo’s operations by targeting the breakfast market in the morning and offering snacks throughout the day.