Morrisons has partnered with online marketplace, StarStock, to deliver food straight to hospitality businesses.
The joint venture will allow operators to choose from the Big 4 grocers range of 1500 food and drink options via StarStock’s centralised platform.
According to the retailer, pubs, bars and restaurants will be able to access branded and Morrisons Market Street selections 24 hours a day and seven days a week.
The online company said that it hopes to “bring some long overdue modernisation to the hospitality chain.”
The move follows the launch of StarStock’s e-commerce platform in August, which has been supported by drink brands including Coca-Cola, Bacardi and Britvic.
The agreement signals Morrisons’ first move into pub, restaurant and hotels foodservice, a sector encompassing more than 160,000 outlets and valued at more than £5 billion, using StarStock’s platform.
“We’re excited to be working with StarStock and serving pubs, restaurants and hotels across the country through our wholesale business,” Morrisons online and wholesale director James Badger said.
“As well as classic pub snacks like crisps and nuts, customers will also be able to order a wide selection of products from Morrisons Market Street.”
StarStock founder and chief executive Sam Ulph added: “We are fully committed to making StarStock the platform of choice for pub, bar and restaurant operators when purchasing their food and drinks range.
“For too long these businesses have been restricted by how and when they can order food and it’s time to shake this up.