Waitrose has announced an extension of its on-demand grocery delivery hours across more than 50 stores during the World Cup, aiming to keep football fans supplied throughout the night. The retailer revealed the expanded delivery window on Tuesday, responding to demand from late-night and early morning matches.
Extended delivery hours and participating stores
While exact times vary by location, most participating shops will now offer delivery until midnight, with some operating around the clock. The service is available from over 50 Waitrose stores across England and Scotland, ensuring customers can access quality fresh food and snacks throughout the night, from snacks and pizzas to full breakfast ingredients for the following morning, Waitrose said.
Surge in orders and searches
Orders during England's first game against Croatia and Scotland's game against Morocco jumped by 17%, according to the supermarket. Waitrose.com also recorded significant surges in food searches: 'No.1 pizza' up 1,700%, 'deli and dips' up 156%, 'football cake' up 210%, and 'World cup crisps' up 1,400%.
The retailer plans to roll out the expanded service to further locations if it proves popular with shoppers. The slots are accessible via Waitrose's partnerships with delivery platforms Deliveroo, Uber Eats, and Just Eat.
Store hours and alcohol restrictions
Waitrose branches will not extend their trading hours, and alcoholic drinks will not be available during the expanded delivery period.
Laura Burbedge, Waitrose's director of online, commented: "Whether you're glued to the screen for a midnight thriller, need a snack to sustain you through a penalty shoot-out or up with the lark for a pre-dawn kick-off, footy fans will have everything they need at hand."
She added: "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."
