Morrisons has introduced a new rapid grocery delivery service, ‘Morrisons Now’, which promises to deliver up to 30 grocery items within as little as one hour. The service, available for a delivery fee of £4.50 with a minimum spend of £15, aims to provide swift and convenient shopping solutions for customers facing forgotten ingredients, unexpected guests, or last-minute cravings.

Currently operational from 158 stores, Morrisons plans a substantial expansion, with the service set to be available in 420 locations across the UK by the end of October. Customers can place their orders either through Morrisons.com or via the supermarket’s Groceries app, where they have access to a broad selection of fresh and ambient grocery items. Orders are fulfilled by Morrisons’ courier partners, including known delivery platforms such as Just Eat and Uber Eats, using their white-label services. This integration with existing delivery services helps facilitate efficient order fulfilment. Importantly, customers can track their deliveries in real time, receiving updates from the moment their order leaves the store until it arrives at their doorstep.

The launch of Morrisons Now reflects a broader industry trend towards faster, on-demand grocery delivery services. Retail competitors have been pushing into this space, with Co-op unveiling its ‘Peckish’ rapid delivery app earlier this year, and Tesco expanding its own ‘Whoosh’ on-demand delivery offering through a partnership with Deliveroo. These developments highlight how major grocery retailers are investing in technology and logistics to meet shifting consumer expectations for speed and convenience.

Morrisons has also ensured that customers using Morrisons Now can continue to benefit from the supermarket’s loyalty programmes. Shoppers can earn More Card points and access promotions, seamlessly integrating the new service within the existing Morrisons online shopping experience.

Charlotte Exell, Morrisons’ group online director, emphasised the service’s customer-centric approach, stating: “We are delighted to offer this service to our customers across the country, supporting them with fresh food delivered fast. We know that life is busy and Morrisons Now is here to make those everyday moments easier.”

The rapid delivery service is supported across a variety of local stores, ensuring that delivery can be completed within the promised one-hour window. The offering is available daily, though actual availability may depend on store location and operational factors. The fixed delivery charge and minimum order value aim to balance service speed with operational costs.

Overall, Morrisons Now enhances the supermarket’s competitive positioning in the burgeoning fast grocery delivery market, responding to consumer demand for immediacy while leveraging its existing infrastructure and partnerships to maintain a consistent, loyalty-integrated customer experience.