Waitrose ‘emergency avocado’ bridges north-south divide

Waitrose has said that avocados are among its top five most-ordered items in every city where it works with Deliveroo.

Dubbed the “emergency avocado trend”, the supermarket suggested it was down to customers “feeling lazy” who “just want a brunch”.

According to The Times, it was the most popular order in Oxford, Cambridge and Brighton.

There was little evidence of a north-south divide, with avocados in fourth place in Newcastle and second in Birmingham.

READ MORE: Waitrose ‘shooting themselves in the foot’ with delivery fee

In May, Deliveroo revealed that its most sought-after item in Lancaster was a five-pack of Aldi bananas.

Waitrose’s annual food and drink report also named TikTok as a key driver of sales, as viewers tried to copy videos from the platform.

In May, sales of pesto doubled as 12 million watched a “food hack” recipe of Amy Wilichowski frying an egg in pesto.

Social media – particularly Instagram – was also credited for an 87 per cent rise in the sales of magnums of champagne.

“There’s a bit of a wow factor by having an extra large bottle on the table,” a spokeswoman said.

Waitrose began trialling Deliveroo orders in September 2020, announcing a two-year partnership in April.

The grocer scrapped Rapid, its two-hour delivery service, a month later, claiming Deliveroo could “reach more customers in more areas”.

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