Just Eat has announced a collaborative initiative with ASDA and the LEGO Group. This partnership is set to bring a novel shopping experience to UK customers, allowing them to purchase LEGO toys through the Just Eat platform. This service is scheduled to commence on 8th November, aligning perfectly with the onset of the festive shopping season.

The trial phase will introduce LEGO products to the virtual shelves of five ASDA stores located in Hartlepool, Cwmbran, Dundee Milton, Watford, and Hunts Cross. This selection includes popular items from the LEGO Harry Potter, LEGO Disney, and LEGO Marvel collections, catering to a diverse range of interests and age groups.

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The timing of this initiative is strategic, aiming to simplify the Christmas shopping process for parents. By offering rapid delivery, Just Eat alleviates the need for time-consuming trips to physical stores during one of the busiest times of the year.

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In an effort to stimulate interest and provide added value, Just Eat is promoting an introductory offer of up to 50% off on selected LEGO toys until 19th November. This discount serves to highlight Just Eat’s dedication to delivering not only a wide range of options but also exceptional value.

This latest venture is a continuation of Just Eat’s expansion beyond its traditional restaurant delivery service. Over the past year, the company has forged numerous grocery partnerships, including those with Sainsbury’s, Iceland, and the Co-op, broadening its scope within the UK market.

Amy Heather, Director of Strategic Accounts at Just Eat, expressed the company’s enthusiasm for diversification, stating: “Just Eat continues to evolve its offering to provide our customers with a variety of choices when ordering online; whether that be locally-loved takeaway, dine-in dishes, groceries or even toys. With the Christmas season just around the corner, we hope this trial with the LEGO Group will help make festive shopping for parents easier and more convenient. Our goal is to provide our customers with everyday convenience and we are looking forward to unlocking new opportunities with non-food offerings on our platform.”

An ASDA spokesperson also conveyed excitement about the trial: “Following the success of our ongoing grocery and cafe partnership with Just Eat, we are excited to be able to power this new trial with the LEGO Group, which will offer customers even more choice. We’re looking forward to working with the LEGO Group and Just Eat to make sure customers can order whatever they need, from groceries to Christmas toys, whenever they need them.”

This initiative marks a significant step in the evolution of online retail, merging the immediacy of food delivery with the broader retail market. It reflects a growing trend where convenience and efficiency are paramount, particularly in the run-up to the holiday season.