Co-op has announced a new delivery rule that will come into effect across 180 stores in England and Scotland starting June 14. The change extends the grocery chain's online delivery hours to accommodate football fans during the World Cup. Normally, online orders close at 10pm, but for six group-stage matches with late kick-offs, the service will remain open for approximately one hour after the final whistle.
Extended Hours for Key Matches
For England's match against Panama on June 27, shoppers can place orders until 1am. Scottish fans will benefit from even later hours, with orders accepted until 3:30am for the game against Haiti on June 14. Additional late-night delivery slots will be available on June 17 and June 23 for England's matches against Croatia and Ghana, both with 9pm kick-offs. In Scotland, stores will extend hours on June 19 and June 24 for games against Morocco and Brazil, which start at 11pm.
Wide Reach and Delivery Partners
Co-op estimates that around 40 million people will be within reach of the participating stores, which are located in major towns and cities including London, Manchester, Leeds, Liverpool, Brighton, Bristol, Aberdeen, and Glasgow. The extended delivery service will be fulfilled by Co-op's own delivery team as well as partner platforms such as Uber Eats, Just Eat, Deliveroo, and Amazon.
Meeting Fan Demand
Kate McCrae, Co-op's retail director, explained that the decision was driven by customer demand, noting a significant surge in quick-commerce orders during national sporting events. She stated, "Sport is often a time for people to come together, and we see a significant spike in QComm orders when the big national sporting moments occur. This summer, working with our delivery partners, we are supporting our shoppers by extending trading hours in 180 stores, often into the early morning hours, so they can be ‘fed and watered’ without missing a second of the football action."
Sales and Promotions
Co-op expects the extended hours to boost sales by up to 1,000% on selected offers and increase online participation by 30-50% as fans restock during games. To further enhance the experience, the grocer is launching a World Cup promotion for members: two pizzas and a pack of beer (including zero-alcohol or soft drink options) for £5. Non-members can purchase the same for £6.
Supply Planning
McCrae confirmed that Co-op has undertaken considerable supply planning to ensure essential game-day items such as drinks and shareable foods are readily available. The extended online delivery hours will apply across participating stores during all England and Scotland group-stage fixtures.
