Uber Eats launches ‘quick commerce’ tie-up with Iceland Foods

By Katy Askew

- Last updated on GMT

Uber and Iceland launch new 'quick commerce' concept / Pic: GettyImages-Ake1150SB
Uber and Iceland launch new 'quick commerce' concept / Pic: GettyImages-Ake1150SB

Related tags delivery formats quick commerce

Delivery disruptor Uber Eats is launching a new quick commerce concept in partnership with supermarket group Iceland Foods: Uber Eats Market.

Announcing the move, Uber said it will ‘establish a new way for customers to order groceries’ and claimed delivery will be possible ‘in a matter of minutes’. The platform will utilise Uber Eats technology and logistical expertise, which will be combined with Iceland’s in-store infrastructure, including dedicated staff to pick and pack orders. Uber claims it will be able to achieve delivery ‘from store to door’ in as little as 20 minutes.

Uber Eats Market will be available to consumers in the grocery section of the company’s app, alongside other grocery options. It will offer over 1000 branded and non-branded items from Iceland, including daily essentials such as food cupboard essentials, fresh and frozen meat and poultry as well as basic toiletries. Uber Eats has worked with Iceland to ensure that some of the most popular grocery items ordered via the platform are available, including fresh produce, baby formula and oat milk.

“This partnership with Iceland is another way that Uber Eats is becoming the partner of choice for retailers in the UK. We know we have the best technology and we are delighted that we are able to work with Iceland on this new concept, Uber Eats Market, which will enable customers to order all the groceries they need in a matter of minutes,”​ Alex Troughton, Head of Commerce at Uber Eats UK, said.

The launch of Uber Eats Market is a ‘new way’ that Uber is working with retailers, and builds on the existing solutions already offered by the platform. This includes the marketplace option, where customers can order from retailers including supermarkets via the Uber Eats app as they would when ordering food from a restaurant, as well as Uber Direct, where Uber and the network of couriers who use the app facilitates the delivery of orders made via a supermarket’s own app or website.

Uber also works in partnership with Asda. In June this year, the delivery tech expert and supermarket expanded their strategic partnership to add 88 stores to the app. This means Uber Eats customers can purchase groceries from 405 Asda locations nationwide and have them delivered in ‘under 30 minutes’. The collaboration allows Uber Eats customers to order more than 1800 products on the app, including seasonal items and everyday essentials.

Uber Eats said it hopes that the ‘innovative new partnership’ with Iceland will meet consumer demand for quick grocery, and will look at future expansion opportunities. FoodNavigator understands one of the key distinctions with this new deal and previous approaches is dedicated in-store pock and packers, that will mean orders can be delivered faster.

Justin Addison, International and Wholesale Director at Iceland Foods, said: “We’re excited to partner with Uber Eats on this new venture expanding our online and delivery service offering. The speed at which we will be able to deliver customers’ shopping to their doors will be unrivalled and we’re looking forward to seeing this partnership develop.”

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