Waitrose and Deliveroo announced on Tuesday a two-year partnership to expand delivery service with 110 new locations after a successful trial.
Waitrose said in a press release it would expand its Deliveroo service across the country with up to 400 new Waitrose shop roles created by the expansion plan.
The partnership will increase the number of Waitrose shops on Deliveroo to 150 in total by the end of the summer and is expected to take the number of people who are able to enjoy Waitrose food on Deliveroo to around 13m.
Deliveroo customers will be able to order from an increased range of between 750 to 1,000 products and have it delivered in as little as 20 minutes from Waitrose shops in Scotland, the North West, North East, Midlands, South West, South East and London.
New locations on Deliveroo for the planned expansion include shops in Cheltenham, Lincoln, Exeter, York and Sheffield.
The announcement comes after a trial between both companies where Waitrose offered its products from five stores on Deliveroo in September last year. It is currently available from 40 shops.
After a successful trial where sales of Waitrose products through Deliveroo have been strong, both companies expect to attract new and younger customers.
The expanded range of products includes free-from, dairy alternatives, vegan ranges, flowers and gifts, as well as a selection of product bundles for even greater convenience, including steak dinners, treats such as profiteroles and Prosecco or meals for seasonal occasions.
James Bailey, Executive Director for Waitrose, said: “We have grown our online business at pace in the last year, responding to huge demand for online groceries and offering more choice in when and how people want to shop with us.
“We know convenience is key for many of our customers and the expansion of the service with Deliveroo will play an integral role in helping us make Waitrose food more convenient than ever before.”
Carlo Mocci, Chief Business Officer UKI, Deliveroo said: “As we expand further across the country, this partnership will mean more choice and selection for our customers, delivered in as little as 20 minutes, and will create even more work for riders right across the UK.”