Morrisons has kicked off its online food delivery service, with hundreds of deliveries taking place across the Midlands on Friday 10 January.
The supermarket giant expects its new dot-com delivery offering to cover 50 per cent of the UK by 2015.
“Morrisons has now become a truly multi-channel business with an online offer that will lead the market in freshness, value and service, powered by best-in-class technology,” said chief executive, Dalton Philips.
“It will be the closest thing on the internet to being in a store and selecting food yourself.”
* The importance to Morrisons of getting the online service up and running was highlighted in the retailer’s trading update last week. This showed a 5.6 per cent fall in like for like sales over the Christmas period while total sales were down 1.9 per cent.