Co-op will extend its online delivery hours across 180 stores across England and Scotland in June to cater to World Cup fans. Online orders, which usually close at 10pm, will stay open for around an hour after the final whistle for six group-stage matches with late kick offs.

When England is playing Panama on June 27, shoppers will be able to order until 1am, and Scottish fans will be able to order until 3.30am for the game against Haiti on June 14. Co-op said around 40 million people will be within reach of the participating stores, located in towns and cities such as London, Manchester, Leeds, Liverpool, Brighton, Bristol, Aberdeen and Glasgow.

Delivery partners will fulfil the orders alongside its own service, including Uber Eats, Just Eat, Deliveroo and Amazon.

The hours will also be extended on June 17 and June 23 in England, when the team plays against Croatia and Ghana respectively, with a late 9pm kick-off.

In Scotland, participating stores will also remain open for delivery late into the night on June 19 when the team plays Morocco, and June 24 for the Brazil game. Both games have 11pm kick-offs.

Co-op retail director Kate McCrae said the grocer made the change to meet demand, having often experienced a surge in orders during national sporting events.

She said: “Sport is often a time for people to come together, and we see a significant spike in QComm orders when the big national sporting moments occur,” reports the Grocery Gazette.

“This summer, working with our delivery partners, we are supporting our shoppers by extending trading hours in 180 stores, often into the early morning hours, so they can be ‘fed and watered’ without missing a second of the football action.”

Co-op said the approach can deliver sales uplifts of up to 1,000% on selected offers, while increasing online participation by up to 30-50% as fans re-stock during the game.

The grocer will also launch a World Cup promotion for members, selling two pizzas and a pack of beer, including zero per cent beer or soft drink options, for £5. Non-members will pay £6.

McCrae said Co-op had undertaken “considerable supply planning” to ensure game essentials will be available, such as drinks and shareable food.

The extended online delivery hours will apply across participating stores during England and Scotland’s group stage fixtures.