Hy-Vee links with Uber to offer grocery delivery across the Midwest

Dive Brief:

Hy-Vee and Uber have launched a new partnership that makes the Midwestern grocer’s stores shoppable for on-demand and scheduled delivery through the digital marketplace, according to a Friday announcement.
More than 260 Hy-Vee locations and liquor storefronts across Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin are available to shop through Uber and Uber Eats.
Hy-Vee now offers grocery delivery across each of the three major online marketplaces in addition to its own platform.

Dive Insight:

Hy-Vee, which began selling on Instacart in 2018 and on DoorDash in 2020, has become the latest grocery chain partner for Uber, joining the likes of Albertsons, Grocery Outlet and other retailers.

Although the chain has operated its own e-commerce service for nearly a decade, it’s looking to expand its reach through digital marketplaces that have millions of users. Hy-Vee’s president, Aaron Wiese, called the tie-up with Uber a “win-win for both parties,” adding that the grocery company wants to ensure customers are comfortable placing an online order in any way.

Uber One members have access to $0 delivery fees as well as 5% off Hy-Vee orders costing $35 or more.

Customers who shop Hy-Vee through Uber Eats will be able to get 50% off on their first order totaling more than $50, and shoppers in the grocer’s Kansas City service area can enter to win NFL tickets.

Hy-Vee has made other significant moves to bolster its online ordering options as well as delivery methods. At the tail-end of 2021, the grocery company launched two ship-to-home services — one for pet products and the other for discounted bulk products. Just a month later, in January 2022, Hy-Vee rolled out a ship-to-home site for better-for-you goods.

Uber also continues to grow its presence in the grocery sector, offering services with national and regional grocery chains like Kroger, Meijer and SpartanNash, according to the announcement. The company launched grocery delivery in 2020 but rolled out numerous adjustments last year after the platform got off to an underwhelming start.