Kroger and Uber Launch Nationwide Delivery, Shaking Up the Grocery Wars

CINCINNATI & SAN FRANCISCO – January 15, 2026 – In a landmark move set to reshape the American grocery landscape, The Kroger Co. and Uber Technologies have officially launched a nationwide delivery partnership, bringing nearly 2,700 Kroger-family stores to the Uber, Uber Eats, and Postmates apps. The collaboration allows millions of customers to order fresh groceries, household essentials, and private-label products for on-demand or scheduled same-day delivery, escalating the intense competition in the multi-billion-dollar grocery delivery sector.

This rollout fulfills a previously announced plan and represents a significant strategic alignment for both the retail giant and the tech platform. For Uber, it marks a substantial expansion of its grocery vertical, solidifying its evolution from a ride-hailing service to a comprehensive local commerce engine. For Kroger, it is a decisive step to accelerate its e-commerce presence and meet evolving consumer demands for convenience and speed.

A New Front in the Battle for Your Fridge

The partnership fires a direct shot at established players in the online grocery market, including Instacart, Walmart+, and Amazon Fresh. By leveraging Uber’s vast logistical network, Kroger gains immediate, widespread access to an on-demand delivery fleet, allowing it to compete more aggressively on speed and convenience.

This alliance is not an exclusive one. Kroger has been pursuing a multi-platform strategy, having recently expanded its existing partnership with DoorDash to also cover roughly 2,700 stores. This dual-provider approach suggests Kroger is focused on maximizing market penetration and customer choice rather than locking into a single delivery ecosystem. However, the Uber deal introduces a unique feature: Kroger will become the first U.S. retailer to integrate Uber Eats' restaurant directory directly into its own digital app, allowing customers to bundle grocery and restaurant meal orders into a single checkout.

This integration creates a powerful value proposition, aiming to capture a larger share of the consumer's total food budget. “Making Kroger’s banners available across Uber’s apps gives shoppers a simple, reliable way to get their weekly groceries or last minute items whenever they need them,” said Hashim Amin, Uber’s North American Head of Grocery and Retail. “We’re excited to begin working on our shared vision for convenience and to give households even more flexibility in the months ahead.”

Kroger's Pivot to a 'Cap-Light' Digital Future

This collaboration marks a significant strategic pivot for Kroger, signaling a deeper commitment to a “capital-light” e-commerce model. By offloading last-mile delivery logistics to a third party, the grocer avoids the immense capital expenditure required to build and maintain its own delivery fleet and infrastructure. This shift is expected to have a substantial positive impact on its bottom line, with analysts projecting a potential $400 million boost to Kroger's eCommerce operating profit in 2026.

The move stands in stark contrast to Kroger’s previous strategy, which was heavily reliant on a partnership with the UK-based Ocado Group to build large, automated fulfillment centers. That partnership was recently dissolved, resulting in a $2.6 billion impairment charge for Kroger and the expiration of Ocado's exclusivity terms. The pivot towards partners like Uber and DoorDash indicates a strategic preference for agility and scalability over proprietary, asset-heavy infrastructure.

“Customers’ needs evolve constantly, and at Kroger, we’re committed to meeting them with solutions that fit every moment with the understanding that what is convenient changes day-to-day,” said Jody Kalmbach, Kroger Digital Experience and eCommerce Group Vice President. “Collaborating with Uber enables us to deliver even more convenience and flexibility, helping more families access the food they love with ease and reliability.”

The Integrated Consumer Experience

To drive immediate adoption, the launch is accompanied by aggressive promotions. Uber is offering new customers discounts of up to 50% on their first order from participating Kroger banners, which include Ralphs, Fred Meyer, King Soopers, Smith’s, Fry’s, and Harris Teeter. Furthermore, the partnership is deeply integrated with the companies' loyalty programs.

Members of Uber One, Uber's subscription service, will receive a $0 delivery fee on all eligible Kroger orders. In a powerful cross-promotional effort, Kroger Boost members are being offered an extended free trial of Uber One, which provides benefits like 6% cash back and up to 10% off Uber Eats orders. Conversely, Uber One members can receive an extended trial of Kroger Boost, which offers 2X fuel points and free delivery on orders placed through Kroger's own platforms. This synergy is designed to create a sticky ecosystem that increases customer lifetime value for both brands.

The service goes beyond just pantry staples. Customers can browse full store assortments, including fresh produce, meat, dairy, and items from Kroger’s floral and sushi shops, which were already available on Uber Eats in a precursor to this broader rollout. The ability to schedule deliveries for a specific time adds a layer of convenience that caters to busy households.

Logistics, Labor, and the Last Mile

Integrating nearly 2,700 brick-and-mortar stores into a sophisticated on-demand network is a monumental logistical undertaking. The success of the partnership hinges on the capacity of Uber's network of 9.4 million drivers to handle the surge in grocery orders, which often involve more items and require more careful handling than a typical restaurant meal.

This expansion provides a significant increase in earning opportunities for gig workers on the Uber platform. However, it also places the reputation of the Kroger brand partly in the hands of third-party drivers. Ensuring a consistent, high-quality customer experience—from in-store picking to the final handoff at the door—will be a critical challenge that requires tight operational alignment between the two companies.

Beyond delivery, the companies plan to collaborate on building out new retail media experiences. This will leverage customer data to create personalized promotions and advertisements for consumer-packaged goods (CPG) brands, opening a potentially lucrative new revenue stream. As groceries and restaurant meals converge in a single digital cart, the partnership between Kroger and Uber sets a new benchmark for convenience, placing immense pressure on competitors to innovate or risk being left behind in the race to the consumer's doorstep.