Asda has announced a change to its delivery hours for selected stores, extending the cut-off time from 10pm to midnight for customers using rapid delivery services via Deliveroo, Just Eat, and Uber Eats. This move is designed to accommodate football fans watching late-night World Cup matches.
Extended Hours for World Cup
The supermarket giant is pushing back its delivery times by up to two hours at certain branches, with some now accepting orders until midnight and others until 11pm. The adjustment comes as the World Cup, hosted across North America, features several England and Scotland games kicking off at 11pm or later for UK viewers. Asda aims to help fans stock up on groceries and snacks ahead of the matches.
Special Deals for Fans
Alongside later hours, Asda has introduced delivery-only promotions targeting football supporters. Offers include two Exceptional by ASDA pizzas for £10 and discounted beer deals through Deliveroo. Shoppers using Just Eat can get up to 50% off selected breakfast items, while Deliveroo customers enjoy up to 40% off soft drinks, party food, and snacks. These deals are available ahead of England's opening World Cup fixture against Croatia.
Market Response
Supermarkets are capitalising on increased demand during the largest World Cup in history, expanded from 32 to 48 teams by FIFA. Unlike previous tournaments, many supporters are expected to watch matches at home rather than in pubs or fan zones, boosting demand for quick delivery services.
New Product Launch
Beyond football, Asda has tapped into the cereal milk cookie trend, launching packs of four Cereal Milk Cookies for £2.24 as part of a broader bakery collection. The cookies join 16 new patisserie-inspired products influenced by social media food trends, including crookies, croissant cubes, and loaded cookies. The original cookies gained a cult following online, with one customer calling them "the best on the market."
