Asda, a major UK-based supermarket chain, has announced that it will launch its first Deliveroo HOP site in Tottenham Hale, as part of its plan to grow its convenience offering. The supermarket has also revealed that it will expand its partnership with Deliveroo to an additional 100 locations across the UK, bringing the total number of stores offering Deliveroo delivery to 350.

Deliveroo HOP is a new service that aims to provide customers with a quicker delivery service and better product availability. It will be launched at the Asda Express convenience store in Tottenham Hale, which opened in December 2022. Asda will use a dedicated picking space in the back of the store and a team of Asda colleagues to prepare orders. This model of ‘HOP’ allows partners to own and manage sites while integrating Deliveroo’s Hop technology and leveraging Deliveroo’s logistics network.

Simon Gregg, Senior Vice President of e-Commerce at Asda, said that the trial of Deliveroo HOP at the Tottenham Hale store would provide valuable insights into how the supermarket can leverage its new convenience stores to improve its last-mile delivery options for customers. Carlo Mocci, Chief Business Officer UK & Ireland, Deliveroo, stated that the company was excited to expand its partnership with Asda and launch a new Deliveroo HOP rapid-delivery trial site in London, providing customers with a speedier service and improved product availability.

As part of its wider strategy, Asda plans to open 30 new Asda Express convenience stores in 2023 and a total of 300 stores by the end of 2026. The supermarket hopes to overtake Sainsbury’s to become the UK’s second-largest grocery retailer. The next Asda Express stores to open will be Calne in May and Romford train station in June.

The decision to expand the partnership with Deliveroo and launch Deliveroo HOP at the Tottenham Hale store is part of Asda’s commitment to bringing its value and quality to more communities across the UK by offering customers the opportunity to shop whenever and however they like. The expansion will provide more flexibility and choice for customers who will now have greater options when it comes to shopping with Asda