Dive Brief:

• Starting today, Stop & Shop will offer half-price rides to and from its grocery stores for shoppers 60 and older through a partnership with Uber, according to a company press release.
• The discounted rides will be available through April 29 during dedicated senior shopping hours, which take place from 6 a.m. to 7:30 a.m. every day. All Stop & Shop locations will participate.
• Eligible customers can use the code STOPSHOPUBER for the half-price Uber rides up to twice a week. Family, friends and neighbors can also order rides for senior shoppers using the code, which provides a discount of up to $20 off the cost of a ride.​

Dive Insight:

The obvious drawback to using shared rides to bring senior customers to the grocery store is that will expose them to another person and their vehicle, which may have transported other passengers who could be sick or carrying the virus. And while family or friends could help seniors order the ride, there may be a learning curve and a sense of unfamiliarity among shoppers who have never used ride-sharing before. 

Uber has implemented safety measures like providing sanitizer to drivers. But some Uber drivers feel they are at risk because they could be exposed to sick riders, and many drivers have their own underlying health issues. Business Insider reports that Uber drivers have been unable to get company sick pay as promised, and many have been blocked from driving if they report any health issues. 

But transportation needs aren't a major focus point for retailers or seniors. Elderly customers are more focused on keeping their distance from others to avoid contracting the coronavirus. Stop & Shop was one of the first grocers to designate senior shopping hours, setting the stage for many other grocers to do the same. 

H-E-B, meanwhile, launched a seniors-only grocery delivery service, and Raley’s set up a program to sell pre-packed grocery bags to seniors at a discount. Brookshire’s is offering a 5% discount just for seniors through May 5.