Asda has pushed back its delivery times until midnight at selected stores, giving football fans extra time to stock up ahead of late-night World Cup kick-offs. The supermarket giant confirmed it is stretching its rapid delivery hours by up to two hours for customers ordering through Deliveroo, Just Eat and Uber Eats, with some branches now taking orders until midnight instead of the usual 10pm cut-off and others pushing deliveries back to 11pm.
The move comes as this year's World Cup, hosted across North America, sees several England and Scotland games kicking off at 11pm or later in the UK. Alongside the later hours, Asda has rolled out a range of delivery-only deals targeted squarely at football fans, including two Exceptional by Asda pizzas for £10 and discounted beer deals through Deliveroo. Shoppers using Just Eat can grab up to 50% off selected breakfast items, while those on Deliveroo can take advantage of discounts of up to 40% on soft drinks, party food and snacks. The offers have been launched ahead of England's opening World Cup fixture against Croatia.
“Asda extends delivery hours to midnight at selected stores for World Cup football fans ordering via delivery apps.”
Supermarkets are hoping to capitalise on a spike in demand during what will be the largest World Cup in history after FIFA expanded the competition from 32 teams to 48. Unlike previous tournaments, retailers anticipate many supporters will watch matches at home rather than in pubs or fan zones, driving up demand for quick delivery services. Beyond football, Asda has also tapped into one of the year's hottest food trends with the introduction of its own Cereal Milk Cookies, quietly rolling out packs of four for £2.24 as part of a broader bakery collection. The cookies make a comeback alongside 16 new patisserie-inspired products shaped by social media food crazes, including crookies, croissant cubes and loaded cookies. The original treats gained a cult following online, with one customer previously calling them "the best on the market".