The collaboration means that customers in Västra Hamnen and central Malmö can have groceries and fresh produce delivered to their door within 60 minutes. The goal is to eventually expand the range to 20,000 products, which will make it possible to handle full-scale weekly shopping via the app.
New Operational Model with In-House Pickers
To manage order volumes and the wide assortment, the ICA store has adapted its operational model. The store has hired its own pickers who handle Foodora orders directly on site in the hypermarket.
The model aims to combine established physical retail with digital quick commerce. The store in Malmö is the fifth Maxi ICA store in Sweden to join the platform.
Christer Härstedt, store manager at Maxi ICA Stormarknad Västra Hamnen, comments on the digitalisation:
This is a milestone that transforms us into a digital department store. By employing our own pickers in the store, we can ensure the exact same high quality of goods as if the customer were to shop themselves. Going live with 13,000 items and aiming for 20,000 will change how the entire city of Malmö shops for food in everyday life.
The Development of Quick Commerce in Malmö
From Foodora's side, the integration of a full-scale hypermarket is seen as part of the strategy to broaden the platform's range to include more segments than restaurant food.
Integrating a full-scale Maxi hypermarket and simultaneously breaking the Swedish record in assortment demonstrates Malmö's importance to our future. We are giving thousands of households in central Malmö access to the city's widest range so that everyone – singles, families with children, students and pensioners – can enjoy the convenience of home delivery, says Carl Rosenqvist, Head of Marketplace at Foodora.
The launch, which took place on May 28, is being highlighted in the local area around Västra Hamnen through temporary marketing activities and local events.