Morrisons will begin taking online food orders across London from 9 July.
“We’re aware that we’re up against other more established services and the competition is fierce,” admitted Simon Thompson, managing director for online food at Morrisons. “However, our online distribution model is different to the other major supermarkets, and is already delivering an industry-leading service to customers.”
Morrisons online offer uses Ocado’s technology and logistics to distribute its food across the country. It launched online groceries across the Midlands in January and made its first deliveries in Manchester and Hull this June.
Heading into the capital, the supermarket says it aims to maintain its 95 per cent success rate for delivering on-time.
Delivery slots across the area will be made available from £1 while London customers can expect one hour time slots and the opportunity to check products before accepting them.
Morrisons expects to be covering fifty per cent of the country by the beginning of 2015.