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Asda expands Deliveroo partnership, ramping up its rapid delivery offering

  • Asda is set to launch its first Deliveroo HOP site in Tottenham Hale. 
  • Comes as Asda expands its core grocery partnership with Deliveroo to a further 100 locations across the UK, totalling 350 stores
  • The move is part of the retailers’ ambitious plans to grow its convenience offering. 

April 28, 2023 02:00pm
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Asda is set to launch its first Deliveroo HOP site as well as announcing the roll out of its partnership with Deliveroo to a further 100 locations across the UK.

Deliveroo HOP is the delivery service’s newest innovation that gives customers a speedier service and better product availability. The rapid service is launching at the supermarket’s new ‘Asda Express’ convenience store in Tottenham Hale, which opened last December, giving local residents the chance to have their favourite Asda groceries delivered in a matter of minutes.

Deliveroo HOP is a brand-new proposition for Asda and is being initially launched on a trial basis. It will see a dedicated picking space in the back of the Tottenham-based convenience store as well as a team of Asda colleagues to prepare the orders. This is a model of ‘HOP’ whereby partners own and manage sites while integrating Deliveroo’s Hop technology and leveraging Deliveroo’s logistics network.

Over 1,300 Asda products will be available through the service.

The decision to trial the service at Asda’s new Tottenham Hale store is part of Asda’s wider strategy to bring its value and quality to more communities across the UK by giving customers the opportunity to shop whenever and however they like.

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.

“This expansion will provide more flexibility to even more customers who will now have greater choice when deciding exactly how and when they shop with us, with a wide range of Asda products that can be delivered direct to their door on the same day.”

**Carlo Mocci, Chief Business Officer UK & Ireland, Deliveroo, said: “**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.”

The news comes as Asda expands 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.

Last year, Asda announced plans to open 30 new Asda 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.

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