Just Eat enters U.K. market in partnership with Asda

Just Eat Takeaway.com NV will enter the competitive business of delivering British consumers their groceries with a new partnership, marking the latest company seeking a share supermarket spending.

The Dutch based restaurant delivery company will launch a trial partnership with U.K. grocer Asda Group Ltd. in January.

As forseen, Just Eat customers will be able to order from five Asda stores, with the expectation that the choice will grow over the course of the year, the companies said in a statement release press

Just Eat has been offering hot pizza delivery from Asda since 2019, but the new roll-out is its first significant move into U.K. grocery delivery. Consumers will be able to order from a selection of up to 1,000 items including fresh groceries.

By expanding into the U.K. grocery delivery market, Just Eat will be competing against the giants like Uber Technologies Inc. and Deliveroo Plc

In recent years Asda has been the most challenged of Britain’s “big four” grocers as it has no real presence in the convenience store sector and, as a “value retailer,” has been susceptible to the threat from the price-competitive German discounters Aldi and Lidl.

Asda’s rivals ;
Tesco Plc, J Sainsbury Plc, and Wm Morrison