🚀 A Shift in Strategy
Gopuff is changing how it delivers groceries. Instead of using dark stores, it now fulfills daytime orders from Morrisons supermarkets. The trial started in late 2024 in three locations: London, Newcastle, and Watford. At night, Gopuff still relies on dark stores, meaning product selection changes depending on the time of day.
🏬 Teaming Up With Morrisons
The move strengthens Gopuff’s partnership with Morrisons, which began in 2022. In 2023, Gopuff added a 'Morrisons Corner' section in its app, allowing users to buy the supermarket's own-label products. The new test takes that partnership further, integrating Morrisons stores directly into Gopuff's supply chain.
📦 Following Uber Eats' Lead
Gopuff isn’t the first to try this. In June 2024, Uber Eats became the first European platform to have couriers pick grocery orders directly from supermarkets. Now, Gopuff is following suit, testing whether this model is more efficient than dark stores.
🌍 Expanding Quick Commerce
Since 2023, Gopuff has expanded its reach, launching 24/7 delivery in Cambridge, Salford, and several London boroughs. By using Morrisons stores, Gopuff may cut costs while improving product availability. The company has not commented on whether the trial will expand beyond the current three cities.
Will Gopuff’s new strategy make grocery delivery faster?
