The supermarket giant has announced it is changing delivery hours for some customers
Asda has issued an update for customers. The supermarket is pushing back its delivery times as retailers scramble to make the most of World Cup fever.
In a first for the retailer, some customers will be able to order groceries right up until midnight via its rapid delivery services, giving football fans extra time to get stocked up ahead of late-night kick-offs. The supermarket giant has confirmed it is stretching its delivery hours by up to two hours at selected stores for customers ordering through Deliveroo, Just Eat and Uber Eats.
Certain branches will now take orders until midnight rather than the usual 10pm cut-off, while others will push deliveries back to 11pm. The move comes as this year’s World Cup, hosted across North America, sees a number of matches kicking off well into the night for viewers in the UK.
Several England and Scotland games are due to get under way at 11pm or later, prompting retailers to revamp their services for fans watching from the comfort of their own homes. Alongside the later hours, ASDA has rolled out a range of delivery-only deals targeted squarely at football fans.
Promotions include two Exceptional by ASDA pizzas for £10 and discounted beer deals through Deliveroo. Shoppers using Just Eat can also grab up to 50% off selected breakfast items, while those on Deliveroo can take advantage of discounts of up to 40% on soft drinks, party food and snacks. The offers have been rolled out ahead of England’s opening World Cup fixture against Croatia.
Supermarkets are hoping to capitalise on a spike in demand during what will be the largest World Cup in history after FIFA expanded the competition from 32 teams to 48. Unlike previous tournaments, retailers anticipate many supporters will watch matches at home rather than in pubs or fan zones, driving up demand for quick delivery services.
Beyond football, ASDA has also tapped into one of the year’s hottest food trends with the introduction of its own Cereal Milk Cookies. The supermarket has quietly rolled out packs of four for £2.24 as part of a broader bakery collection.
The cookies make a comeback alongside 16 new patisserie-inspired products shaped by social media food crazes, including crookies, croissant cubes and loaded cookies. The original treats gained a cult following online, with one customer previously calling them “the best on the market”.
