Early success with app orders pushes Aldi, Waitrose to expand trials with Deliveroo

Early success with app orders pushes Aldi, Waitrose to expand trials with Deliveroo

Produce Business reports

Two UK retailers say they not only will continue their online grocery delivery trials but also will expand them greatly as both demand and positive responses pour in.

Discount supermarket chain Aldi plans to double the size of its trial with Deliveroo – from 20 stores to 40 across London, Manchester, Cambridge and the Midlands – while Waitrose says it is increasing its trial from six stores to 30. The most popular items at Waitrose have been lemons, avocados and strawberries 


“The feedback on our trial with Deliveroo has been very positive so far,” Richard Thornton, Communications Director at Aldi UK, said. “This extension takes the partnership into new areas for the first time, including cities like Bristol and Liverpool amongst dozens of others across the country.”

Likewise, Waitrose is very pleased with the increased sales coming via the delivery app. 

“This trial has made a very promising start in attracting customers to Waitrose through an entirely new new channel and is already contributing to significant sales growth in all of the branches where it is up and running,” James Bailey, Executive Director for Waitrose, said. “We know that our customers are continually looking for more convenience and flexibility and so far, they are really appreciating the chance to get what they need when they need it. Expanding the trial will test the potential for an on demand service in a much broader range of locations.”

Waitrose says the addition of new stores will help it reach 3.1 million households. 

Waitrose has added 150 products in its range, meaning Deliveroo customers can now choose from more than 650 products.

Meanwhile, at Aldi, customers within a 6km radius of the 42 participating stores can choose from around 400 essential Aldi grocery items, place orders through the app, and then have those orders delivered by Deliveroo’s riders in as little as 30 minutes.

The beneficiaries of both have been shoppers, as food deliveries have been a godsend during the COVID-19 pandemic.

“Deliveroo’s on-demand grocery partnerships have proven vital for so many people during this difficult period, allowing families to get the food and household items they need and want quickly,” Ajay Lakhwani, Vice President of New Business, Deliveroo said.

Deliveroo, which works with retailers as well as 44,000 restaurants and 35,000 riders in the UK, has seen rapid growth and expansion in on-demand convenience and grocery delivery in recent months.   

Aldi says if the success continues, it could be expanded to more stores in the coming weeks. Likewise, Waitrose says it will continue its trial through Novermber and is in discussions about joint community initiatives with Deliveroo.



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