Dive Brief:
- Kroger has enabled online shopping through Uber’s apps at 2,700 stores nationwide, according to a Thursday morning announcement.
- Shoppers across multiple Kroger banners, including Mariano’s, Ralphs, King Soopers and Harris Teeter, can now order groceries through the Uber, Uber Eats and Postmates apps.
- As it deepens its focus on store-based online fulfillment, Kroger now offers online shopping across all three major delivery platforms.
Dive Insight:
Kroger has been busy expanding its partnerships with key online platforms as it scales back its reliance on automated fulfillment centers and looks to its stores to do more of the heavy lifting in e-commerce.
Last fall, the supermarket chain expanded its tie-up with DoorDash to include stores nationwide. Kroger also said it plans to use the delivery company’s DashMart Fulfillment Services, which relies on delivery-focused facilities DoorDash operates across the country.
Kroger has offered delivery through Instacart for several years, and recently announced plans to adopt technology from that company that lets shoppers build baskets by conversing with an AI-powered online agent.
When it announced its expanded partnership with Uber in October, Kroger said customers will be able to access Uber Eats’ restaurant listings through the Kroger app, greatly expanding the food options available. The two companies are also offering promotions that promote the use of Kroger’s Boost online membership as well as Uber’s membership program, Uber One.
Over the past year, Uber has updated its grocery delivery platform to provide enhanced service measures like a freshness guarantee. It also forged partnerships with regional grocers like Vallarta Supermarkets and King Kullen.
