Coronavirus (COVID-19): latest responses from Iceland Foods

Lucy Ingram
Retail Analyst

Date : 16 April 2020

We look at what Iceland Foods is doing to meet the evolving challenges of the Coronavirus (COVID-19) pandemic.

Increasing home delivery capacity

Iceland will be increasing its online capacity 250% according to The Grocer;

  • The retailer will be adding its The Food Warehouse branches to its online service
  • Iceland began adding the larger banner’s stores to its online service last year, but has accelerated this to meet growing demand for online delivery
  • It has also recruited 1,100 extra drivers and 3,200 store assistants

Helping to enforce social distancing

  • Limiting the numbers of shoppers in store 
  • Placing tape on the floor every two meters, guiding shoppers on how to maintain a safe distance from each other
  • Contact-free delivery is available for those shopping online

Ensuring shoppers and staff are safe

  • Protective screens are being installed across all till points 
  • Hand sanitiser is available for all store staff and will soon be for shoppers
  • Gloves and face masks have been ordered for all staff working in stores 

Limiting the online service

  • Online delivery is only available to shoppers over the state pension age, self-isolating or other vulnerable people
  • Every product is limited to a maximum of two per customer
  • Essentials such as toilet paper and pasta are limited to one per customer

Adapting store opening hours

  • Some stores are operating reduced opening hours
  • Priority shopping hours have been introduced at Iceland;
    • First hour of trading will be dedicated to elderly and vulnerable shoppers
    • Final hour of trading will be dedicated to NHS staff only (ID must be shown)
  • Priority shopping hours at Iceland The Food Warehouse;
    • 7am-8am for NHS staff only
    • 8am-9am for elderly and vulnerable shoppers

Supporting charities

  • Iceland is encouraging shoppers to donate to the National Emergencies Trust on its website and through social media
  • The retailer has donated £150k to the Age UK £10 million Coronavirus Emergency Appeal

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