Dive Brief:
- Uber has struck a deal with Meijer to provide grocery delivery services for the Midwestern retailer, according to a Friday press release.
- Shoppers will be able to order groceries for same-day delivery from almost 250 Meijer stores in Ohio, Michigan, Illinois, Indiana, Wisconsin and Kentucky under the arrangement, which went into effect this week.
- The partnership continues Uber’s efforts to gain momentum in the highly competitive U.S. grocery e-commerce market after entering the sector in mid-2020.
Dive Insight:
Uber is giving top billing to Meijer as it looks to leverage its association with the supercenter operator to attract grocery shoppers to its platform, which is deeply embedded in the restaurant delivery space but has only a relatively small presence in the food-retailing arena.
The delivery and ride-sharing company will highlight Meijer locations on the Uber Eats app during the holiday season, according to the announcement. Uber will also feature Meijer in its Holiday Shop, which provides delivery customers with quick access to selected seasonal products.
Uber said it will provide shoppers with on-demand and scheduled delivery of their “favorite Meijer must-haves” like fresh produce and prepared meals, but did not indicate whether it would offer access to the retailer’s full range of groceries.
Customers who belong to Uber's membership program, Uber One, do not have to pay a delivery fee and get a 5% discount on orders of at least $35, according to the press release. All shoppers will receive $10 off the first Meijer order of $40 or more that they place with a promo code through Uber Eats until the end of the year.
In addition to Uber, Meijer works with Uber rivals Instacart, Shipt and DoorDash to provide online grocery service to shoppers.
Uber, which started providing grocery delivery in the United States in July 2020, has been working aggressively to add retailers to its platform. Last month, Uber launched service at almost 100 stores run by SpartanNash and said it had increased the number of Grocery Outlet locations where it provides delivery service.
In May, Uber announced it had expanded its e-commerce relationship with Albertsons to more than 2,000 of the retailer’s stores, building on an arrangement the companies established in 2021. And in January, Uber began delivering goods to customers of grocery warehouse operator Smart & Final.
Earlier this year, the company added new features for shoppers, delivery workers and retailers to the Uber Eats app. The enhancements include the ability for customers to place an order when a store is closed and a tool that lets workers scan products with their phones as they pick items. Uber also made it simpler for grocers to upload product information to its system.
