Iceland’s first Swift c-store in London teams up with Uber Eats

Iceland is set to offer delivery from its new Wembley-based Swift convenience store via Uber Eats in as little as 10 minutes.

Documents supporting the planning application submitted to Brent Council has revealed plans to use the same business model as its existing hundreds of supermarkets, which already deliver via the food delivery service.

“Swift Stores Limited shall be partnering with third party delivery specialist Uber Eats to provide an online grocery market place for our convenience stores throughout the United Kingdom,” the document said.

READ MORE: Iceland boss makes waves on BBC’s The Apprentice

“Online market places provided by Uber Eats and other such companies are to become the ‘norm’ and it is something that Swift see as a necessary customer offering to provide our customers with the full convenience operating model of the future”

The new store, located on Wembley High Road features a full grocery range, food-to-go products, alongside a Costa Coffee Express machine, alcohol and tobacco.

The average number of products per basket in Swift is five, however, 17% of sales by value are alcohol, the planning document reveals.

The document also reveals why the grocer chose Wembley as its second location for its new Swift store. It said: “A recent shift in planning policies nationwide has allowed for an increased number of residential units within built-up town and city centre locations.

“Large cities, attempting to cope with parking and pollution from traffic require amenities that are local, convenient and cost-sensitive.

“Swift seeks to bridge the gap, providing high-quality, low-cost and healthy options to residents who don’t want to get in their car to buy reasonably priced groceries at those larger supermarkets which are often located ‘out of town’.”

Image credit: Twitter: @icelandrichard

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