What's Happening?
DoorDash is expanding its partnership with Kroger, allowing customers to order groceries from over 2,700 Kroger locations through the DoorDash app starting October 1. This expansion marks a significant increase from the previous availability of around 900 stores for sushi and 700 for flowers. Kroger's fresh food, household essentials, and other items will now be accessible for delivery, making Kroger the largest grocer on the app. The collaboration, which began in 2022, aims to enhance the shopping experience by offering lower prices and more relevant offers, thereby driving more traffic and increasing data for Kroger's retail media business.
Why It's Important?
The expansion of DoorDash's partnership with Kroger is significant for the grocery delivery market, as it enhances consumer convenience and choice. With DoorDash serving 42 million monthly active users, this move could attract new customers to Kroger and increase its market share. The partnership reflects a growing trend of grocery chains collaborating with delivery services to meet consumer demand for convenience. This development could also intensify competition among delivery services, as Kroger maintains partnerships with DoorDash's competitors like Instacart and Uber Eats.
What's Next?
As the partnership rolls out, DoorDash and Kroger may see increased customer engagement and sales. The expansion could lead to further collaborations between grocery chains and delivery services, potentially reshaping the grocery delivery landscape. DoorDash's plans to test drone deliveries and Kroger's recent layoffs indicate ongoing strategic adjustments in response to market demands.
