British supermarket chain Waitrose has revealed plans to pilot Deliveroo Hop, a quick delivery service offered by online food delivery company Deliveroo.
Deliveroo Hop allows customers to have groceries delivered to their doors in ten minutes or less.
It is designed to complement Deliveroo’s existing on-demand grocery service and improve the consumer experience by partnering with major groceries.
The trial is an extension of the partnership between Waitrose and Deliveroo, which launched the Deliveroo Hop service in September last year.
The two companies have already partnered to offer food delivery from 150 Waitrose shops across the UK within 20 minutes.
Waitrose executive director James Bailey said: “It’s important that we continue to evolve along with shopping behaviour to give our customers more options for how and when they want to shop with us.
“Deliveroo has given us more flexibility in meeting customers’ needs and expanding our successful partnership to trial Hop gives us an exciting opportunity to introduce more new customers to the excellent food and drink we offer.”
The first Hop delivery-only store is scheduled to open in Bermondsey this month.
The store will offer rapid, on-demand access to Waitrose products from 8am until 12am each day.
Customers will be able to use the Deliveroo mobile app to order from more than 1,000 Waitrose lines, including ready meals, free-from and vegan ranges, prepared fruit and vegetables, meat and fish, snacks and store cupboard staples.
The service will also deliver wine, champagne, flowers and seasonal foods.
Deliveroo UK and Ireland chief business officer Carlo Mocci said: “Deliveroo Hop complements our existing on-demand grocery service and will build on our successful partnership with Waitrose, improving the consumer experience and bringing a wide range of groceries and household products to consumers’ doors in as little as ten minutes.”
In December last year, Waitrose partnered with convenience store chain Margiotta as part of plans to expand its footprint in Scotland.