Iceland is expanding its delivery service with the appointment of 250 more drivers, as the supermarket braces for an Easter surge in customer demand.
The frozen food specialist is understood to be vying to win market share from rivals by bolstering its free delivery service, reported The Standard. In comparison, online supermarket Ocado charges as much as £7 for its delivery service.
Iceland Foods & The Food Warehouse HR director Helen Tindle said: “We are currently recruiting for over 250 home delivery driver roles across Iceland and The Food Warehouse, as we prepare for the busy Easter trading period.”
Iceland Executive Chairman Richard Walker told the Rest is Money podcast last month: “It’s very difficult to compete with someone who’s happy to make no money – speak to a bookseller trying to compete with Amazon.
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“But now we’re in a really good place as a business to keep growing…we have massive online delivery business and we do more deliveries per week than Ocado now.”
The new move comes as Iceland was named the best online supermarket by consumer group Which?, with a customer score of 80%.
Among the other categories Iceland was judged by, ‘communication regarding delivery’ and ‘availability of delivery slots’ award the family-owned grocer 4 stars for each.
The supermarket first lowered its thresholds for its free delivery services in stores and online in 2022, in response to the worsening cost of living crisis.
