Asda adds 300 stores to Deliveroo rapid delivery push

Asda has added 300 more stores to its Deliveroo partnership, taking the total number of locations on the platform past 500, the company said Wednesday. Same-day delivery on more than 10,000 grocery and household items now reaches customers within an hour of ordering, covering areas across London, the Midlands, northern England and Scotland.

Each participating store packs and dispatches orders within a three-mile radius, with Deliveroo handling the final mile. The company declined to disclose the investment behind the rollout or the revenue-share terms. Grocery delivery platforms typically charge retailers a commission of 15% to 30% per order, according to industry reports. Asda likely negotiated a volume-based rate.

The expansion closes a gap in Asda’s online offer. Tesco already operates same-day delivery through Deliveroo, Uber Eats and its own Whoosh service. Sainsbury’s runs a similar network via Chop Chop and third-party apps. Asda had relied largely on its own online grocery slots and a smaller Deliveroo footprint.

The timing tracks a shift in British shopping habits. Households increasingly split their grocery spend between a weekly big-shop and ad-hoc rapid orders. Kantar data shows online grocery sales accounted for roughly 12% of the total UK market in the first half of 2025. Rapid-delivery services capture a growing share of that. The expanded Deliveroo footprint puts Asda in a position to win back customers who may have drifted to rivals for quick top-ups.

Asda is owned by a consortium led by EG Group and TDR Capital. The supermarket chain has been investing heavily in online capabilities since the 2021 acquisition from Walmart, including a new automated fulfillment center in London. Rapid delivery remained a weak point. This rollout sidesteps the capital outlay of a dedicated dark-store network.

A company spokesperson said the partnership gives Asda “the reach to serve customers exactly when and where they need us” and that more stores could be added later this year. The spokesperson declined to provide sales targets or volume projections.

Deliveroo, which competes with Just Eat Takeaway and Uber Eats for grocery and restaurant delivery orders, benefits from the tie-up. Adding 300 Asda stores boosts the number of grocery access points on its platform. That helps attract more subscription customers and drive order frequency.