ASDA Stores Limited has extended delivery hours at selected stores during the World Cup, with some customers now able to place orders as late as 11pm or midnight. The change took effect from today and applies to 188 locations trialling later delivery slots nationwide.
The move matters because late evening kick-offs for England and Scotland have turned grocery delivery into part of the match-night routine. Fans watching from home can now order groceries, drinks and snacks through Deliveroo, Just Eat and, in some areas, Uber Eats, instead of being cut off at the usual 10pm deadline.
ASDA has tied the later hours to World Cup-themed offers as well. Through Deliveroo, shoppers can get deals including two pizzas for £10 and discounted drinks, while Just Eat users can find breakfast offers for the morning after late matches. Uber Eats customers may also see offers depending on location, with up to 40 per cent off a range of products during the group stages and knockout rounds.
The timing lines up with Scotland's next World Cup match against Morocco, and with other fixtures that are pushing viewing well past bedtime. ASDA said the expanded delivery window and promotional offers will run throughout the World Cup, giving households more room to stock up for match nights and the mornings that follow.
There is one catch. ASDA says the later slots are meant to meet demand for essentials, but availability varies by location, so shoppers are being told to check their local delivery hours before ordering. The company has not listed which 188 stores are included, and that leaves the trial broad enough to be noticeable without being uniform.
That uneven rollout may be the point. ASDA is testing whether late-night delivery can hold demand through the tournament, just as another grocery chain moved in the same direction last week at around 180 stores. For now, the practical change is simple: in selected places, the basket does not have to close at 10pm anymore.
