Kroger Adds Uber Restaurant Delivery for Its Online Shoppers
Move Represents Emerging Partnership Strategy in Bid to Increase Order Volume
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Kroger Co. is partnering with Uber Technologies Inc. to give its online grocery shoppers restaurant delivery options, the latest in a string of similar tie-ups that that allows platforms to tap into each others’ customer bases.
Uber is making hundreds of thousands of restaurants available to Kroger customers on the grocer’s app and website, and is offering extra perks to Kroger’s paid members, such as free trials on Uber One, discounts on takeout orders and waived delivery fees, the rideshare company said in a statement Oct. 30.
The integration represents an emerging partnership strategy that brands are using in a bid to increase order volumes and deepen customer loyalty, without having to explore costly mergers and acquisitions.Ìý
As part of the Kroger deal, Uber customers will also have access to grocery delivery from more than 2,600 stores starting in early 2026, Uber said. This will help boost Uber’s grocery selection as it competes with DoorDash Inc., which holds about 70% of market share for app-based deliveries in the U.S. DoorDash has similarly been expanding its offerings outside of restaurants, including adding Kroger stores in a partnershipÌýannouncedÌýlate September.
Kroger ranks No. 31 on theÌýTransport Topics Top 100 list of the largest private carriersÌýin North America, and No. 3 on theÌýTT grocery list.
Uber Freight ranks No. 14Ìýon theÌýTransport Topics Top 100 list of the largest logistics companiesÌýin North America.Ìý
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The Kroger tie-up is similar to one that Uber struck with InstacartÌýlast year, in which Instacart embedded the Uber Eats ordering interface in its app. That deal has helped Uber reach Instacart’s more suburban users, while Instacart has seen takeout customers order groceries more often.
In a similar move, GrubhubÌýannouncedÌýOct. 28 that it’s partnering with Instacart to integrate its network of grocery stores into the Grubhub app and website.
