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The company, owned by Alliance Global chief Kevin Tan, said the move reflects changing consumer expectations as users increasingly seek a single platform that can address multiple needs rather than relying on separate apps for different services. The expansion includes new management leadership, broader service offerings, and enhanced platform capabilities.
Why it matters
The shift signals intensifying competition in the Philippines’ on-demand delivery and e-commerce sector, where platforms are racing to become everyday digital destinations rather than single-purpose services. PICK.A.ROO is positioning itself around convenience, lifestyle experiences, and specialty purchases that extend beyond traditional grocery orders.
“We know that as lifestyles continue to evolve, so do expectations. Today’s consumers are no longer looking for separate solutions for shopping, dining, entertainment, gifting, and everyday errands. They want one trusted platform that simplifies daily life while opening the door to more meaningful experiences," PICK.A.ROO CEO Mia Bulatao said.
"With this new, expanded ecosystem and customer-first approach, we are redefining what convenience means—not simply delivering products, but enabling people to shop smarter, dine better, celebrate bigger, and experience more via our reinvigorated PICK.A.ROO ecosystem,” Bulatao added.
The details
A key component of the expansion is the integration of Boozy into the PICK.A.ROO ecosystem. Customers can now access Boozy’s portfolio of wines, spirits, beers, mixers, and other premium beverages directly through the app, strengthening its appeal for celebrations, gifting, and hosting occasions.
The company is also introducing a Wet Market category that connects customers to major Metro Manila markets, including Farmer’s Market, Alabang Market, Nepa QMart, and Cartimar. The service allows users to order fresh seafood, meat, fruits, vegetables, and other market products for delivery while helping local vendors reach a broader digital customer base.
What’s next
PICK.A.ROO is preparing additional features, including an expanded Buy For Me service that enables customers to request items not listed on the platform. The company is also launching PICK.A.ROO Experiences, starting with Megaworld Cinemas ticket bookings and snack pre-orders delivered directly to moviegoers’ seats. Future plans include adding more curated lifestyle and entertainment offerings through the platform. —Daxim L. Lucas| Ed: Corrie S. Narisma
