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B2B Engagement

Waitrose has signed a deal with takeaway food company Deliveroo to give customers a fast-track service from its stores to their homes.

The supermarket says it plans to run a 12-week trial starting from 1 September. Households will be able to choose from more than 500 Waitrose products.

The move reflects Waitrose’s aim to form partnerships that make its products easily available.

“This gives us an opportunity to give our customers a taste of what the future of convenience shopping could look like for us,” said James Bailey, executive director for Waitrose.

The trial will start in stores in Bracknell and Clifton, followed by Surbiton, Cambridge and Notting Hill on 3 September.

It coincides with the end of Waitrose’s 18-year relationship with online delivery firm, Ocado, which will start selling M&S food from 1 September.

Waitrose said that if the trial – which it hopes will encompass more than half a million households – goes well, it would expect to extend it to more locations.

Consumer and retail expert, Kate Hardcastle, told the BBC she thought the partnership was a sign of the times, as working from home becomes more prevalent and established brands like Waitrose realise they have to adapt to changing customer demands.

“I think what it’s saying is, let’s learn from someone who has more experience in that field”, she said.

“It gives a lot of capability, as well as a lot of knowledge and that’s what Waitrose needs.”

Deliveroo has teamed up with other supermarkets, including Aldi and M&S, in recent months to deliver groceries to customers’ homes.

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