Asda has announced plans to launch its first Deliveroo HOP site and roll out its partnership with the rapid delivery specialist to a further 100 sites across the UK.
The Deliveroo HOP grocery store concept was first launched in 2021 to offer a speedier service and better product availability. Both Morrisons and Waitrose have partnered with Deliveroo on the roll-out of the delivery-only sites in London.
The HOP service is now launching at Asda’s new ‘Express’ convenience store in Tottenham Hale, which opened last December. It will see a dedicated picking space in the back of the store as well as a team of Asda staff to prepare the orders. This model of HOP sees partners own and manage sites while integrating Deliveroo’s technology and leveraging its logistics network. Over 1,300 Asda products will be available through the service.
Simon Gregg, Senior Vice President of e-Commerce at Asda, said: “We always want to create more opportunities for our customers to conveniently shop their favourite Asda products, so we’re delighted to be offering Deliveroo HOP at our new Tottenham Hale store.
“The trial will provide us with valuable insight into how we can look to leverage our new convenience stores to bolster our last-mile delivery options for customers.”
Asda is also expanding its traditional Deliveroo partnership to an additional 100 stores. The expansion means that over 350 Asda stores in the UK will now offer Deliveroo as a delivery option in less than an hour.
Carlo Mocci, Chief Business Officer UK & Ireland at Deliveroo, commented: “We are excited to expand our successful grocery partnership with Asda. As we reach 350 locations across the UK, we are also proud to launch a new ‘Deliveroo HOP’ rapid-delivery trial site in London. Deliveroo HOP is our newest innovation that gives customers a speedier service and improved product availability. We look forward to expanding our partnership in this way and bringing even more choice and selection to our customers nationwide.”
Last year, Asda announced plans to open 30 Express convenience stores this year and 300 in total by the end of 2026 as it sets its sights on overtaking Sainsbury’s to become the UK’s number two grocery retailer. The next Asda Express stores to open will be Calne in May and Romford train station in June.
NAM Implications:
- One way of ensuring home delivery fulfilment profitability…
- …is saturation coverage.
- (Witness Amazon)
- So, anticipate more consolidation among the quick delivery service-providers.
- As those with inadequate coverage are taken over by more successful rivals…
