Dive Brief:

• Kroger has expanded its relationship with Uber through a deal that will bring the full assortment at most of the grocery chain’s stores to the delivery company’s platform starting in early 2026, according to a joint press release the companies issued Thursday.
• The retailer will also allow shoppers to use its own app to order meals from restaurants that offer delivery service through Uber Eats.
• Kroger is deepening its connection with Uber at a time when the supermarket chain has been concentrating on using its stores to fulfill online grocery orders.

Dive Insight:

Kroger plans to enable shoppers to use Uber Eats to place delivery orders from more than 2,600 of its approximately 2,700 supermarkets. The companies also said they plan to work together to develop retail media experiences for brands to reach shoppers.

To attract shoppers, the grocer is also allowing members of its Boost loyalty program to access an extended trial of Uber’s membership offering, Uber One, which provides 6% cash back, savings on rides, free delivery and discounts on Uber Eats orders. Uber One members, in turn, will have access to an extended free trial of Boost, giving them double fuel points on all purchases and free delivery on orders placed via Kroger’s website and mobile app.

“Today’s announcement combines the best of Kroger's fresh food and exclusive Our Brands with Uber’s expertise and proven delivery technology — creating an experience that gives customers more choice and value, while introducing new customers who have different shopping needs to Kroger, which provides more data to power our retail media business,” Kroger Chief Digital Officer Yael Cosset said in a statement.

Kroger’s announcement that it is stepping up its ties with Uber comes after the grocery company’s disclosure that it will offer grocery delivery from almost all its locations in partnership with DoorDash. The company said in the September announcement that the arrangement with DoorDash was part of a broader effort to build stronger ties with shoppers through lower prices and more relevant offers. 

Kroger announced during its second-quarter earnings call in September that it intends to focus on using its stores to assemble delivery orders as part of an effort to boost the speed and efficiency of its e-commerce operations. Kroger is also conducting a full site-by-site review of its automated order-fulfillment network it developed in partnership with U.K.-based robotics company Ocado, interim CEO Ron Sargent said during the call.

“Stores are our most important asset, and when we use our stores to fulfill online orders, the inventory is closer to customers and the last-mile delivery costs are lower,” Sargent told investors last month.