Waitrose makes major delivery change during World Cup as fans stock up for late-night schedule
Waitrose is extending its grocery delivery hours during the World Cup after seeing a surge in demand from football fans stocking up for matches.
The supermarket giant has announced longer on-demand delivery windows at more than 50 stores across England and Scotland over the next four weeks.
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Most participating branches will now offer deliveries until midnight, while some stores will operate 24 hours a day.
The move comes as fans gear up for a packed schedule of late-night and early-morning kick-offs, with the retailer reporting a significant rise in football-related shopping during the tournament, as reported by creatorzine.com.
Waitrose said orders placed during England’s opening match against Croatia rose by 17%.
Searches on the retailer’s website have also rocketed, with searches for “football cake” up 210% and searches for “World Cup crisps” soaring by 1,400%.
The extended service will allow customers to order groceries, snacks and meal essentials throughout the night via delivery platforms including Deliveroo, Uber Eats and Just Eat.
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Laura Burbedge, Director of Online at Waitrose, said: “Whether you’re glued to the screen for a midnight thriller, need a snack to sustain you through a penalty shoot-out or are up with the lark for a pre-dawn kick-off, footy fans will have everything they need at hand.
“We’re making sure that whether you need a half-time pizza or a full breakfast spread to celebrate the final whistle, our delivery partners are on hand to keep your fridge stocked throughout the tournament.”
The supermarket said the decision followed increased customer demand during the opening stages of the competition.
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The new delivery hours are expected to remain in place for the next four weeks of the tournament.
Waitrose said it will review the scheme and could expand the service further if it proves popular with customers.
The extended deliveries will be available through the supermarket’s existing partnerships with Deliveroo, Uber Eats and Just Eat.
The announcement follows similar moves by rival supermarkets.
Earlier this month, Asda confirmed it would extend delivery hours by up to two hours at selected stores for customers ordering through Deliveroo, Just Eat and Uber Eats.
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