Meal delivery service Just Eat is to start working with British supermarket chain Morrisons: customers will soon be able to pick up Just Eat food at their local supermarket.
Beneficial to Just Eat and Morrisons
The very first type of store will be a Bombay Bites Express in Bradford, but Just Eat banks on three different experiences: in-store dining, meal orders during grocery shopping or a home delivery request through Just Eat.
It is not the first time Morrisons has attempted to innovate through partners: it previously collaborated with Amazon to launch a one-hour delivery service in London and Hertfordshire and this new pact with Just Eat forms an exclusive for the British supermarket industry, namely to offer take away food options.
Just Eat itself, active in thirteen countries, attempts to expand on its British market leader position after it acquired Takeaway.com’s British activities in exchange for its own Dutch division and after also acquiring Delivery Hero’s British share recently.