With its anniversary coming up this August, Pick.A.Roo recently launched a massive rebranding campaign through Pick.A.Roo Land, a three-day experiential event from July 17-19, 2026 held at Uptown Mall, BGC.
The event marks one of the biggest updates to the delivery platform since its launch in 2020, introducing new services, a refreshed visual identity, and a glimpse into the company’s future direction.
What is Pick.A.Roo Anyway?
Pick.A.Roo is an all-in-one delivery platform that offers groceries, food, and retail shopping in a single app. While it supports a wide range of categories—including fresh produce, pet care, toys, electronics, health products, and pharmacy items—it is best known for its grocery delivery services.
The platform is a subsidiary of Megaworld Corporation and operates under Agile Digital Ventures, Inc., the technology arm of the Megaworld group.
Launched during the COVID-19 pandemic in 2020, Pick.A.Roo quickly gained popularity as consumers looked for safer and more convenient ways to shop for groceries without leaving their homes.
Pick.A.Roo’s Core Service
Similar to Grab and Foodpanda, Pick.A.Roo partners with merchants, restaurants, and retailers to provide on-demand delivery services.
Through the app, customers can order from major grocery chains such as S&R, Landmark, and Robinsons, as well as restaurants including McDonald’s, Manam, and various local artisan food brands such as CMV Txokolat.
The platform also extends beyond food and groceries, allowing customers to shop from retailers like Ace Hardware and Power Mac Center.
While Pick.A.Roo may not carry every major fast-food brand, such as Jollibee, it has focused on offering a more premium experience and securing exclusive merchant partnerships.
For me, Pick.A.Roo is somewhat like Bing in the search engine market. It may not hold the largest market share, but it continues to serve both loyal customers and new users by offering an alternative experience.
Pick.A.Roo’s Challenges in Early 2026
Despite its growth, Pick.A.Roo has faced increasing criticism throughout early 2026.
As of June 2026, the app holds a 2.4-star rating on Google Play Store. Many recent reviews mention delayed deliveries, incorrect items, technical issues, and app performance problems.
These concerns remain some of the platform’s biggest challenges moving forward and will likely play a significant role in determining whether the rebrand successfully improves customer perception.
What’s New and What’s Pick.A.Roo Land?
Pick.A.Roo Land is a three-day interactive event designed to showcase the platform’s current services and upcoming innovations.
Visitors can explore various booths, scan QR codes, participate in games, and learn more about the different offerings available through the app.
The event featured appearances from Tim Yap and Kevin Tan, CEO of Alliance Global Group, Inc..
AGI is one of the Philippines’ largest conglomerates, with major holdings in real estate through Megaworld, hospitality through Newport World Resorts, liquor through Emperador, and fast food through McDonald’s Philippines.
Boozy.ph on Pick.A.Roo
One of the highlighted features during the event was the integration of Boozy.ph.
Founded in 2017, Boozy.ph specializes in 60-minute liquor delivery within Metro Manila while also offering nationwide delivery options. The company became part of Agile Digital Ventures sometime around 2021.
Interestingly, Boozy.ph launched its own standalone app in early 2026. With integration into Pick.A.Roo, it may raises questions whether maintaining a separate app will continue to make sense in the long run.
By leveraging Boozy’s established brand , both platforms can are actively cross-selling to each other’s customer bases and offering better convenience through this unified ecosystem.
Wet Market Service
One of the more practical announcements was Pick.A.Roo’s continued expansion into wet markets.
Wet markets, or palengkes, are traditional community marketplaces where consumers purchase fresh vegetables, meat, seafood, tofu, frozen goods, and other daily essentials. They remain popular because they are often more affordable and conveniently located than large supermarkets.
Pick.A.Roo already offered access to markets such as Cartimar Fresh Market, Farmers Market, and Alabang Market before the rebrand.
However, the company plans to expand into additional locations, including:
- Kalentong Market
- Tejeros Market
- Pasig Fresh Market
- Guadalupe Public Market
This expansion could help Pick.A.Roo reach a wider audience while providing customers with more affordable grocery options.
Buy For Me Service
One of the most interesting upcoming features is Buy For Me.
This service will allow customers to request products that are not currently available through Pick.A.Roo’s merchant network. Dedicated shoppers can then locate, purchase, and deliver those items on behalf of the customer.
The concept is inspired by the Filipino practice of pasabay, where someone asks another person who is already going somewhere to purchase an item for them.
If executed well, Buy For Me could become one of Pick.A.Roo’s strongest differentiators, providing access to products that traditional delivery platforms may not offer.
Pick.A.Roo Experiences
Another upcoming feature is Pick.A.Roo Experiences.
The service aims to allow users to book experiences, activities, local travel packages, hotel stays, and dining experiences connected to Pick.A.Roo’s merchant network and Megaworld-affiliated properties.
With Pick.A.Roo Experiences, the company appears to be expanding beyond traditional delivery services and moving toward a broader lifestyle ecosystem. By combining food, groceries, shopping, and experience bookings within a single platform, Pick.A.Roo could potentially create a more comprehensive convenience app for Filipino consumers.
The concept is similar to the experience-based gifts offered by Potico.ph, where customers can purchase memorable activities and experiences instead of traditional physical gifts. Rather than sending flowers, food, or other items, customers can gift something the receiver can personally enjoy and remember.
Pick.A.Roo’s Rebranded 3D Designs
One of the most noticeable aspects of the rebrand is the shift from Pick.A.Roo’s traditional 2D visual style to a more modern 3D aesthetic.
For several months, the company has been teasing the event through promotional materials featuring a redesigned 3D version of its colorful unicorn mascot.
The visuals appear heavily AI-assisted, which raises mixed reactions.
Some users appreciate the fresh and modern appearance, while others remain critical of AI-generated artwork due to concerns surrounding creativity, authenticity, and environmental impact.
From a business perspective, however, AI-assisted design tools continue to gain popularity because they reduce production time, streamline workflows, and lower creative costs.
Honest Opinion and Final Thoughts
Overall, this is one of the biggest rebrands Pick.A.Roo has undertaken since launching in 2020.
The most promising announcements are Buy For Me, Pick.A.Roo Experiences, and the continued expansion into additional wet markets. These are the features that genuinely have the potential to differentiate Pick.A.Roo from competitors in the delivery space.
That said, some of the showcased features are not entirely new. Boozy.ph has already been integrated into the platform for quite some time, and several of the highlighted wet markets were already available before the event.
The refreshed 3D visual identity certainly makes the app feel newer and more modern, but there are still areas that feel unfinished. While exploring the app, I noticed that much of the layout remains unchanged. Some older 2D assets are still present, and there are occasional inconsistencies in shadows, outlines, and product imagery, particularly within Boozy-related listings.
I think the success of this rebrand will depend less on the new visuals and more on whether Pick.A.Roo can address the issues customers have been reporting, including delivery delays, order accuracy, rider tracking, and overall app stability.
The rebrand provides a fresh opportunity but long-term success will depend on improvements to the actual user experience.
For now, I’m interested in seeing how Buy For Me and Pick.A.Roo Experiences evolve once they become fully available in the app. Those features have the greatest potential to transform Pick.A.Roo from a delivery service into a broader lifestyle and convenience platform.
What do you think about Pick.A.Roo’s new rebrand? Which upcoming feature are you most excited to try?
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