Asda has issued a new rule for customers at selected stores, pushing back its delivery cut-off times as supermarkets compete to capitalise on World Cup fever sweeping the nation.
Extended Delivery Hours
In an industry first, certain customers will be able to place grocery orders as late as midnight via the retailer's rapid delivery platforms, giving football fans a wider window to stock up ahead of late-night kick-offs. The supermarket giant has confirmed it is extending delivery hours by up to two hours at selected stores for customers ordering through Deliveroo, Just Eat and Uber Eats. Some branches will now accept orders until midnight, rather than the usual 10pm cut-off, while others will extend their service until 11pm.
World Cup Fever
The move comes as this year's World Cup, hosted across North America, sees numerous matches kicking off well into the night for UK viewers. Several England and Scotland fixtures are set to begin at 11pm or later, prompting retailers to adapt their offerings for fans watching from the comfort of their own homes.
Delivery-Only Deals
Alongside the extended hours, ASDA has unveiled a range of delivery-only deals specifically targeted at football supporters. Promotions include two Exceptional by ASDA pizzas for £10, along with discounted beer deals available through Deliveroo. Customers ordering via Just Eat can also benefit from up to 50% off selected breakfast items, while Deliveroo users can access discounts of up to 40% on soft drinks, party food and snacks. The promotions have been unveiled ahead of England's opening World Cup fixture against Croatia.
Retail Boost Expected
Retailers are anticipating a boost in sales during what will be the largest World Cup in history, following FIFA's decision to expand the tournament from 32 teams to 48. In contrast to previous tournaments, supermarkets predict many supporters will watch matches at home rather than in pubs or fan zones, driving up demand for rapid delivery services.
New Bakery Range
Beyond football, ASDA has also capitalised on one of the year's most popular food trends with the introduction of its own Cereal Milk Cookies. The retailer has discreetly rolled out packs of four for £2.24 as part of an expanded bakery range. The cookies make a comeback alongside 16 new patisserie-inspired products shaped by social media food trends, including crookies, croissant cubes and loaded cookies. The original treats gained a devoted following online, with one shopper previously describing them as "the best on the market".
