Morrisons has partnered with Just Eat to set up the first takeaway food service to operate out of a supermarket.
Providing incentives to shop with Morrisons
Partnering with Just Eat gives shoppers an extra reason to shop at Morrisons. The retailer has already partnered with Amazon, Timpson and Doddle to enhance one of its six priorities for growth, which is to "develop useful and popular services". Building a portfolio of services helps drives footfall, sets it apart from its supermarket rivals and shows it is an innovative business, willing to experiment.
The Just Eat service will help drive footfall to stores by providing another occasion for shoppers to visit the supermarket, whilst also tying into the growing shopper mission of meal-for-tonight. Morrisons CEO David Potts said in the full year results announcement: "We need to find occasions that people find it worth going to a supermarket."
Bombay Bites Express
'Bombay Bites Express' is the first Morrisons takeaway concession, which opened in its Victoria Shopping Centre store, in Bradford, at the weekend (18/03). The menu will be available on Just Eat and includes breakfasts, curries and desserts.
The Indian food concession gives Morrisons shoppers the opportunity to eat in-store, pick up their order at the end of their shop, or order for collection or delivery via JustEat, the leading marketplace for online takeaway delivery.
Beneficial partnership for Just Eat
The partnership provides Just Eat with the opportunity to expand on its British market leader position after it acquired Takeaway.com's British division in exchange for its own division in the Netherlands.
Graham Corfield, UK Managing Director at Just Eat, described the Morrisons partnership as a "perfect hat-trick for us all", referring to the additional benefit of expanding a local business.
Take a look at our'Trading with Morrisons' report, to find out about the progress it is making against its 'Fix, Rebuild and Grow' strategy and future areas of opportunity.