Supermarket giant Coles has expanded its Uber Eats trial to four more stores in Sydney, and widened the range of goods to include everyday grocery staples.

The Uber Eats trial, which first began in the supermarket’s Pagewood store in January with ready-to-eat and ready-to-heat ranges, has now been extended to stores in World Square, Bondi Junction, Leichhardt and North Sydney, offering nearby consumers the additional convenience of having everyday essentials delivered to their door.

Each of the new partner stores offers an “Absolute Essentials” range which includes milk, juice, bread, salad, fruit, cereals and more.

Along with the ready-to-eat and ready-to-heat ranges, the new stores also offer a selection of items from the Deli, Bakery, Dairy, Desserts and even a “Netflix and Chill” range for those craving chocolate, chips and cookies during their favourite show.

Retail expert Associate Professor Gary Mortimer says the expansion of the trial demonstrates a growing appetite for convenience.

“This trial illustrates how supermarkets are responding to an ever changing consumer market,” Mortimer told Inside FMCG.

“Coles clearly recognises that people are time poor and are responding to this trend.”

As with all Uber Eats deliveries, Coles customers can expect to pay a $5 delivery fee per order, and while the range will suit time-poor consumers, shoppers can expect to pay a little bit extra for the convenience of a speedy 20-30 minute delivery.

A carton of A2 Full Cream Milk 2L costs $5.70 on Uber Eats, compared with $4.80 on Coles Online, while bananas are priced at $1 each, as opposed to 88c on the supermarket’s website.

Earlier this month, Coles stepped up its online grocery offering with a partnership with eBay, bringing more than 4000 of its products to the popular shopping site. However, with both eBay and Coles Online, customers still need to plan in advance and incorporate the longer delivery time.

“One of the challenges supermarket retailers face in expanding their online offer is the way shoppers buy groceries. In general, they don’t plan in advance. They buy on the way home or when they realise the pantry is empty. Hence, they are unwilling to wait for a next day deliver, or even a 4 hour delivery,” Mortimer said to Inside FMCG.

“This service responds to this trend. You realise you have nothing for dinner, you order and your groceries are delivered in 30 minutes. Speed is becoming the new economy for retailers.”

Almost two months since Coles kicked off the trial in the Pagewood store, it appears to be receiving a positive response from consumers with a rating of 4.3 starts and reviews from over 100 customers.

Inside FMCG contacted Coles and Uber Eats for comment on the expansion, but had not received a response at the time of publication.