Iceland is expanding its partnership with Uber Eats across London as it becomes the latest major supermarket to enlist the help of a third part delivery company.
Iceland first announced that it was trialing a new partnership with Uber Eats in September, offering customers in Hackney, London, 20-minute delivery on 250 Iceland products.
The frozen food giant has now expanded the trial to a further two London stores in Kentish Town and Caledonian Road and is expected to further expand the service if it proves popular.
It comes as the UK’s third national lockdown once again piles pressure on supermarkets to expand their online delivery capacity.
Uber Eats, the food delivery arm of the ride-hailing tech giant, has signed a raft of partnerships with supermarkets including Asda, Sainsbury, Wine Rack and Bargain Booze since the start of the pandemic, offering each a rapid and inexpensive way to grow their delivery arms rapidly.
Iceland has also been successful in expanding its own delivery capabilities at blistering speed, outpacing many of its rivals.
Following the introduction of the first lockdown in March which saw a 500 per cent increase in demand, Iceland emailed customers just weeks later informing them delivery slots were once again widely available.
It was able to do this by bringing its Food Warehouse branches online for home delivery, which are typically two or three times larger than a standard Iceland store and stock a wider range of goods,
More than 120 Food Warehouse stores with a capacity between 10,000 and 15,000sq ft now help fulfil orders, which is understood to have increases its overall capacity by 250 per cent.
Iceland also added 250 new delivery vans with double the crate capacity to its fleet before Christmas.
It is understood that Iceland has expanded its scheduled deliveries by 300 per cent over the past year and is now capable of delivering 750,000 orders a week.