Metro Canada is piloting hot food delivery in downtown Montreal in partnership with UberEats.
Competing within a larger food market
Metro has established a strong food-to-go program within the business over several years. It has become an area of strength for the retailer, with its ‘Wow’ innovation stores expanding the offer into a range of cuisines, including artisanal flatbreads and stir fry. The partnership with UberEats will see Metro compete more directly with established foodservice chains, reflecting the larger food market that many retailers are now competing within.
Source: IGD Research
Replicating trends from the foodservice sector
Grocery retailers are developing increasingly sophisticated food-to-go offers, reflecting the latest food and industry trends. Drawing also on their value for money credentials, they have built compelling propositions. As last mile delivery has become an essential component for most foodservice chains, it is a logical move for grocery retailers to move in this direction. Recently, Albertsons started a pilot delivery program with Grubhub in the US, while Kroger is testing an app which allows customers to order ahead for its prepared foods.
Building broader meal solutions
Like Albertsons and Kroger, Metro has built out a broader meal solutions business through investing in meal kits. Last year, it acquired a majority interest in Montreal-based Miss Fresh. In addition to being available through a subscription service, Metro has made these kits available within selected stores. This has helped to drive traffic to the stores and raise awareness of the Miss Fresh platform.
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