Aldi is teaming up with Deliveroo to offer shoppers on-demand groceries. Trialling in eight UK stores from October, with a wider rollout planned for 2027, customers will be able to order from a wide range of Aldi products online, including special buys, for same-day delivery with Deliveroo.
The partnership will operate under a brand new service from Deliveroo called Shop & Deliver, where participating riders will pick, pack and deliver directly to doorstep. Shop & Deliver is already operated by Deliveroo’s parent company DoorDash in other territories including Australia and the USA.
The participating stores are in Norwich, Ipswich, Tamworth, Letchworth Garden City, and Kent.
A shift for the retailer
Aldi’s move into the on-demand grocery market marks a shift for the discount supermarket, which has previously resisted offering an online delivery service to customers, arguing that it would impact margins and impact its ability to offer customers the lowest possible prices. Bringing customers in-store means they’re more likely to add impulse purchases to their basket and increase their value to the retailer.
Aldi previously offered click-and-collect for special buys and wine and beer, but ended that in July 2023. It ended its click-and-collect grocery service in 2024, again stating that it was necessary to run the supermarkets as efficiently as possible and keep prices low.
Customers expect convenience
The decision to shift into online delivery now partly reflects the fact that the opportunity cost of not participating has grown, as customers expect convenience and flexibility – and, in a highly competitive retail landscape, will shop elsewhere if they don’t get it. The question is no longer ‘can we afford to offer online delivery?’ but ‘can we afford not to?’.
It also reflects the fact that online delivery no longer necessarily involves a hefty investment in fulfilment infrastructure. The partnership model with Deliveroo circumvents many of the ‘last mile’ costs for Aldi, meaning the discounter can offer convenience to customers without a hefty margin sacrifice, while also capturing customers on top-up or convenience missions who might otherwise use a service offered by a rival supermarket such as Tesco Whoosh or Morrisons Now.
Supermarket wars
The move comes as competition in the ultra-fast grocery delivery market heats up. Asda – which recently reduced prices by 12% on hundreds of products – also expanded its service on Deliveroo in June, adding a further 300 stores to the offering. With Aldi now entering the market, the race is on to see which grocery giant can offer shoppers the best and most convenient value.
Giles Hurley, chief executive officer at Aldi UK, said: “We’ve always been committed to bringing low prices to as many people as possible, and this partnership with Deliveroo allows us to do exactly that without changing how our stores operate.
“The DoorDash model has been incredibly popular with Aldi customers in Australia and the United States, and we know from our previous trials there is clear demand for more affordable groceries on a rapid delivery platform in the UK. By working with Deliveroo, in this unique and efficient way, we can give more people access to Aldi quality and value, however they choose to shop with us.”
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