Morrisons launches its own on-demand delivery platform ‘Morrisons Now’

Morrisons has launched an on-demand delivery service under its own brand, The Grocer can reveal.

The service, called Morrisons Now, launched in 158 stores last week, including its Albion Way supermarket in Norwich, ahead of a further rollout to a total of 420 stores throughout October.

Designed to offer convenience, help with forgotten ingredients or to sate “last-minute cravings”, Morrisons Now promises deliveries of a basket of up to 30 items within 60 minutes.

Customers within range of the service place orders through Morrisons’ existing delivery website or app. 

Orders are fulfilled by either Just Eat or Uber Eats riders, through the aggregator’s white label services. Morrisons charges a flat delivery fee of £4.50, with a minimum order value of £15.

The service has been fully integrated with Morrisons’ existing online offer, meaning shoppers can access More Card promotions and collect loyalty points on Morrisons Now orders.

“We are delighted to offer this service to our customers across the country, supporting them with fresh food delivered fast,” said Morrisons group online director Charlotte Exell.

“We know that life is busy and Morrisons Now is here to make those everyday moments easier, delivering what you need, within as little as an hour.”

The new service is alongside Morrisons’ existing partnerships with Deliveroo and Uber Eats.

Tesco similarly soft launched its Whoosh service in 2021, and has since expanded it to 1,500 stores nationwide. Meanwhile, Sainsbury’s has been quietly stepping up the expansion of its Chop Chop service across the country, following its launch in 2020.

It is the latest expansion to Morrisons’ online offer under CEO Rami Baitiéh’s turnaround plan.

Convenience has been a significant focus of efforts to give shoppers ‘more reasons to shop at Morrisons’. In January the supermarket launched an on-demand private digital pharmacy service Morrisons Clinic, which allows customers to order prescription-only medicine to their doors. Morrisons also offers groceries for delivery through Amazon.