Woolworths NZ is set to disrupt the grocery delivery space with the launch of its new platform, Milkrun. The delivery service promises to bring everything from fresh flowers and hot chickens to sushi and cold milk to customers’ doors in under an hour, making it faster than other typical supermarket delivery services that often take a day to deliver.
Mark Wolfenden from Woolworths NZ expressed confidence in Milkrun’s success, drawing inspiration from its popularity in Australia, where it has been well-received by customers. A friends and family trial has yielded positive results, with many orders arriving in under 40 minutes, surpassing the 60-minute promise.
The app-based platform offers access to over 10,000 grocery items, with a flat rate delivery fee of $7. To entice new customers, the first three deliveries will be free. Deals on Milkrun may differ from in-store prices.
Wolfenden further mentioned that deliveries will be carried out by rideshare drivers, similar to how Uber Eats and DoorDash operate, ensuring quick and efficient delivery within the one-hour timeframe.
Initially launching in central Auckland and 70% of Wellington, Milkrun aims to expand to include more suburbs and cities in the coming months, including Christchurch, Dunedin, and the North Shore in Auckland. The company is enthusiastic about bringing its innovations to New Zealanders, taking advantage of Woolworths’ $400 million investment in the country, which includes store upgrades, digital technology advancements, and a complete rebranding from Countdown to Woolworths.
Milkrun’s model is different from platforms like Uber Eats or DoorDash, as it recruits delivery riders as employees, providing them with wages, holiday pay, and superannuation, thus offering a unique approach to the delivery business.
With its commitment to faster, more convenient, and efficient shopping experiences, Milkrun marks the beginning of Woolworths NZ’s exciting journey in the grocery delivery industry. As the service expands to include more areas and introduces new features, it is expected to make a significant impact on the market, providing customers with a seamless and speedy grocery shopping experience at their fingertips.
