Waitrose is set to extend its partnership with Deliveroo, trialling its new ‘Hop’ rapid delivery scheme, which promises to deliver orders to shoppers in just 10 minutes.
Deliveroo, which launched the rapid delivery service in September in partnership with Morrisons, will open a dedicated Hop delivery-only store in Bermondsey, London, later this month.
The store will give on-demand access to Waitrose products for customer delivery in as little as 10 minutes, which Waitrose says is “in line with the current quickest delivery time within the rapid food delivery market”.
Shoppers will be able to order more than 1,000 Waitrose products on Deliveroo’s app for delivery within this timeframe.
This trial expands on Waitrose’s existing Deliveroo tie-up, which spans more than 150 stores and offers delivery in as little as 20 minutes.
Rapid delivery is a booming and increasingly competitive strand of UK grocery. Deliveroo rival Getir recently acquired fellow rapid delivery firm Weezy and created thousands of new jobs as it gears up for UK expansion, while Gorillas snapped up French firm Frichti as it considers international growth.
Waitrose executive director James Bailey said: “It’s important that we continue to evolve along with shopping behaviour to give our customers more options for how and when they want to shop with us.
“Deliveroo has given us more flexibility in meeting customers’ needs and expanding our successful partnership to trial Hop gives us an exciting opportunity to introduce more new customers to the excellent food and drink we offer.”
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