PICK A ROO grows into convenience super app

PICK.A.ROO is expanding beyond its roots as a premium grocery delivery service, broadening its offerings into a lifestyle convenience platform that combines shopping, dining, celebrations and entertainment in a single app.

The company unveiled its new growth strategy alongside an expanded management team, upgraded platform capabilities and the integration of alcohol delivery service Boozy, which is now exclusively available through the PICK.A.ROO app.

The expanded platform was showcased during "PICK A ROO Land," an experiential event held in Bonifacio Global City, Taguig, on 17 June 2026, where guests participated in games, won prizes and experienced the company's new services firsthand.

According to PICK.A.ROO Chief Executive Officer Mia Bulatao, evolving consumer behavior is driving demand for a single platform that caters to multiple lifestyle needs.

In an exclusive interview with DAILY TRIBUNE, Bulatao said the company has focused on strengthening its core services since its launch in 2020 before expanding into new offerings.

“So when we launched this, we made sure to deliver on time. Iyon muna ang inayos namin. Sa payment naman, we added modes and tightened their security.”

Bulatao said the company is now building on that foundation by introducing additional services to transform the platform into a one-stop lifestyle app.

“We started with the WET Market. We were invigorating our food services. Boozy services will be exclusive in PICK A ROO. It will no longer be on any platforms. We’re continuously growing. In a couple of weeks, we will introduce you to a service that will serve as your personal shopper. So you’re no longer limited to what you can find in our app. So if there’s anything you can’t find on the app, just say it, and we’ll get it for you,” she added.

As part of the expansion, users can now access a broader range of services without switching between multiple apps. The addition of Boozy gives customers access to wines, spirits, beers, mixers and other premium beverages, reinforcing the platform's focus on celebrations, gifting, hosting and social gatherings.

The company has also introduced a Wet Market feature, enabling customers to order fresh produce, seafood and meat from major Metro Manila markets, including Farmer's Market, Alabang Market, Nepa Q-Mart and Cartimar. The service is designed to combine the convenience of online ordering with the affordability and variety of traditional wet markets while helping local vendors expand their reach through digital commerce.

Looking ahead, PICK.A.ROO plans to roll out additional features, including an expanded Buy For Me service that will allow customers to request products not currently listed on the platform.

The company is also launching PICK.A.ROO Experiences, a new category focused on leisure and entertainment. The service debuts through a partnership with Megaworld Cinemas, allowing users to purchase movie tickets and pre-order snacks through the app, with food delivered directly to their cinema seats.

Bulatao said the partnership reflects the advantages of being part of the Megaworld ecosystem and enables the company to become part of customers' everyday experiences.

“This is the beauty of being part of the Megaworld ecosystem. In Experiences, you can basically book your own cinema tickets in the super app. I’m happy about it because we get to be part of the memories for people.”

PICK.A.ROO said the Experiences category will gradually expand to include more lifestyle activities, curated packages and entertainment offerings as it advances its goal of becoming a one-stop platform for everyday convenience and experiences.