Iceland is dramatically ramping up its online delivery operations to meet a near 500 per cent increase in demand across some stores.
Its Food Warehouse branches, which are typically two or three times larger than a standard Iceland store and stock a wider range of goods, are now being brought online for home delivery at an accelerated rate.
More than 120 Food Warehouse stores with a capacity between 10,000 and 15,000sq ft will now help fulfil the staggering increase in online orders since the UK lockdown began last month.
This will lead to a 250 per cent increase in Iceland’s delivery capacity, it told The Grocer.
Iceland was understood to be in the process of bringing its larger stores online before the pandemic struck, but is now working to accelerate this roll out to ensure it can meet the increase in demand which has led many of its rivals to falter.
It added that it had hired 1100 extra delivery drivers and 3200 new store assistants to help with picking online orders, while partnering with delivery fleets from other companies which had seen activity plummet or stop completely during the epidemic.
Supermarkets across the UK have been struggling to meet the sharp increases in demand for online grocery orders.
Morrisons and convenience store giant McColl’s have partnered with Deliveroo to immediately expand their delivery capacity and reach far more customers than they would usually be able.
Meanwhile Amazon and the UK largest grocers including Tesco and Asda are seeking to hire thousands of new staff.
Despite these measures, delivery slots remain scarce across the board and some retailers like Ocado have been forced to issue apologies to their customers for their inability to match demand.