Waitrose has expanded its on-demand delivery offer through a new partnership with Just Eat.
“Thousands” of the supermarket’s groceries, including its premium own-label Duchy Originals and relaunched No.1 range, will be available to order via the Just Eat app from an initial 229 Waitrose locations. They could be delivered in as little as “30 minutes”.
The “multi-year” deal adds to Waitrose’s existing rapid delivery tieups with Deliveroo and Uber Eats, as Waitrose prepares to kick off a major expansion of its convenience network later this year.
The grocer has seen customer appetite for its on-demand groceries increase by 140% during the first six months of the year, it claims. Store managers have claimed many of these orders increasingly come from shoppers outside of Waitrose’s core ‘middle class’ shopper, such as younger people or students who are looking for more convenient shopping options.
Such is its focus on on demand, Waitrose unveiled a new delivery hatch concept at its newly refurbished John Barnes store in London, which will enable riders to collect orders without having to enter the store.
On top of the premium lines, shoppers will also be able to order products from Waitrose’s value-tier Essential range, as well as its exclusive tieups with Gail’s and Deliciously Ella. More than 500 Christmas lines will also be available later this year.
“As demand for greater convenience has grown, so have expectations of convenience food – and rightfully so. Neither show signs of slowing and that is a huge opportunity for us,” said Waitrose executive director James Bailey.
“Partnering with Just Eat allows us to reach even more customers who want to be confident they are getting the same commitment to quality, taste and ethical standards whenever and wherever they want to enjoy great food.”
Waitrose is set to open the first of a planned 100 Little Waitrose convenience stores in Hampton Hill, London next month, and is in the final stages of recruiting partners for the site. It also has supply agreements with 90 Sell forecourts and 27 franchise stores at Welcome Break service stations as part of its convenience offer, on top of its regional supply agreements with Dobbies garden centres, Margiotta and Alliance Stores.
Read more: On-demand grocery hits 80 million orders worth £2bn
It adds to Just Eat’s presence across the major grocers, which includes partnerships with Iceland, Morrisons, Sainsbury’s, Asda, Co-op and Tesco cafés. It also recently partnered with Boots and Card Factory, expanding its non-food presence.
The company’s UK MD Claire Pointon was formerly customer director at Waitrose sister brand John Lewis.
“Many of today’s consumers no longer consider speed a luxury but a necessity. This is supported by Just Eat’s own research – three in four people who have ordered on-demand groceries believe it will become a part of their daily lives,” Pointon said.
“Just Eat is proud to be leading this change and so we’re thrilled to be adding Waitrose to our list of grocery partners, strengthening the choice and value available for customers on the platform – whenever, and wherever, they need us.”
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