Grocery delivery provider Gopuff is trialling a scheme that sees couriers use Morrisons stores to fulfil its daytime orders, instead of its existing dark stores.
The pilot, according to The Grocer, will see the rapid delivery service pick and pack its customers’ orders from Morrisons shopfloors, rather than its dark store.
Customers using the app at night, however, will still see their groceries collected from Gopuff’s dark stores. This means a different range of products will be available to shoppers depending on the time of day.
The trial is thought to have first rolled out several months ago in Morrisons three supermarkets in London, Newcastle and Watford.
Gopuff joins rival delivery service Uber Eats, which made its couriers start to pick orders in supermarkets – in a European first for delivery platforms – in June 2024, as it looked to make the grocery shopping experience “effortless”.
Gopuff first entered a multi-year partnership with Morrisons in 2022, in a deal that brought the supermarket’s own-brand and branded products to the delivery app’s platform.
In 2023, Go puff launched a new section on its mobile app called ‘Morrisons Corner’ where users were able to purchase own-label Morrisons products.
Since then, the quick-commerce business has invested in upping its availability, via initiatives such as partnerships with FMCGs and extending its 24/7 delivery service to customers in major cities, including Cambridge, Salford and the London boroughs of Bow, Holloway and Stratford.
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