Morrisons has sold out its delivery slots for its long-awaited online grocery debut on Friday as homes in the Midlands await to receive its maiden food orders.
The grocer will deliver 750 orders on Friday across 90 routes in Warwickshire, around etail partner Ocado’s distribution centre in Dordon.
Morrisons will trial using the vans by delivering surprise packages to food banks across the Midlands tomorrow.
Morrisons will next month begin delivering to homes in Yorkshire - in Leeds and Bradford - and hopes to cover 50% of the country by the end of the year.
The online grocery launch is seen as a key pillar of chief executive Dalton Phillips’ plan to turnaround the fortunes of the retailer, which battled declining sales throughout 2013.
Philips hopes to inject Morrisons’ reputation for fresh food into its online operation to differentiate its offer in a highly competitive market. Tesco holds almost a 40% share of the online food market, according to Mintel estimates.
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Morrisons to begin online grocery deliveries this week