ASDA is extending its delivery hours as supermarkets battle to cash in on the World Cup frenzy.
For the first time, some shoppers will be able to order groceries until midnight through the retailer’s rapid delivery services, giving football fans extra time to stock up before late-night kick-offs.
The supermarket giant has announced it is extending delivery hours by up to two hours at selected stores for customers ordering through Deliveroo, Just Eat and Uber Eats.
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Some branches will now accept orders until midnight instead of the usual 10pm cut-off, while others will extend deliveries until 11pm.
The move comes as this year’s World Cup, being staged across North America, sees many matches kicking off late at night for UK viewers, as reported by creatorzine.com.
Several England and Scotland fixtures are scheduled to start at 11pm or later, prompting retailers to adapt their services for supporters watching from home.
Alongside the extended hours, ASDA has launched a series of delivery-only deals aimed at football fans.
Offers include two Exceptional by ASDA pizzas for £10 and discounted beer promotions through Deliveroo.
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Customers using Just Eat can also get up to 50% off selected breakfast items, while Deliveroo shoppers can access discounts of up to 40% on soft drinks, party food and other snacks.
The promotions have been launched ahead of England’s opening World Cup clash with Croatia.
Retailers are hoping to benefit from a surge in demand during what will be the biggest World Cup ever after FIFA expanded the tournament from 32 teams to 48.
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Unlike previous tournaments, supermarkets expect many fans to watch matches at home rather than in pubs or fan zones, boosting demand for rapid delivery services.
Away from football, ASDA has also jumped on one of the year’s biggest food trends with the launch of its own Cereal Milk Cookies.
The retailer has quietly introduced packs of four for £2.24 as part of a wider bakery range.
The cookies return alongside 16 new patisserie-inspired products influenced by social media food crazes, including crookies, croissant cubes and loaded cookies.
The original treats developed a cult following online, with one shopper previously describing them as “the best on the market”.
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