VARUS launches subscription food delivery: how the innovation will be implemented
18 July 2025 17:11
The VARUS supermarket chain has announced a large-scale digital transformation: the company is preparing to launch a separate subscription-based food delivery platform that will operate on the “smart assistant” model. This was announced on his Facebook page by Ruslan Shostak, co-owner of the chain, "Komersant Ukrainian" reports.
The future product will focus on convenience and automation of daily consumption. According to Shostak, the new service will allow customers to choose ready-made grocery sets for both a regular week and holiday occasions in just a few minutes, without having to spend time on classic shopping. It is a “one-button grocery for the week” format that allows you to cover basic household needs.
Among the items that will be available at the launch:
- sets for cooking home meals for 5-7 days;
- special menus for dietary or balanced meals;
- festive combo sets for dinner or reception.
Structural transformation: $30 million and a new team
According to Shostak, over the next three years, VARUS will invest $30 million to create a new generation technology platform. To implement the plan, a separate organizational structure is being formed, which will include
- own IT team
- a marketing vertical;
- a logistics system with its own couriers;
- a product marketplace with local suppliers.
This solution is in line with the global trend of food as a service, where grocery retail is integrating with digital technologies, recommendation systems, last-mile delivery and home automation.
New approach: dark store, AI assistant and smart home
As part of the transformation, the company is launching automated dark stores in Kyiv, which are mini-warehouses that work exclusively on online orders, without a physical sales floor. VARUS is also gradually abandoning external logistics contractors and creating its own courier delivery service.
One of the most interesting elements of the project is an AI assistant being developed in cooperation with the Neomi startup. Its functions include:
- automatic shopping planning;
- integration with the user’s calendar;
- weekly menu creation depending on the lifestyle
- taking into account dietary restrictions;
- the ability to synchronize with a smart home.
In effect, the new product will become a personal digital kitchen assistant that allows you to live comfortably, eat well, and spend minimal time planning.
Local brands and craft: focus on uniqueness
At the start, the VARUS network itself will be the key partner of the platform. However, the plan is to involve regional suppliers, small farms, craft producers, and healthy food startups. This will expand the assortment beyond the typical grocery shelves and create an ecosystem of smart choice, where the product is selected not only by price but also by value.
VARUS is one of the first Ukrainian players to announce a systemic transformation into a technology player at the intersection of retail, delivery, and artificial intelligence. The launch of the subscription food model is actually an attempt to create a Ukrainian analog of HelloFresh or Amazon Fresh, adapted to the local market, logistics, and eating habits.
If the project succeeds in scaling up, it could set a new standard in the grocery sector, where shopping is no longer a chore but becomes part of a personalized, automated, and smart life process.
Read also: Less routine, more efficiency: how artificial intelligence is being adopted in Ukrainian retail
VARUS: from one store in Dnipro to a national retail leader
The VARUS supermarket chain was launched in 2003 in Dnipro with the opening of its first store under the VARUS brand, founded by Weygant Enterprises Limited (Cyprus). The name of the chain comes from the combination of the first syllables of the names of its founders, Valeriy Kiptyk and Ruslan Shostak.
In 2009-2012, the chain expanded rapidly: it acquired a number of Rainford and Cent stores, opened the Varus Express format, and in 2014 began rebranding Perekrestok supermarkets in the central regions of Ukraine. In 2017, a new round of growth took place: VARUS bought out Billa stores in Dnipro and Zaporizhzhia.
By the end of 2020, the chain reached the 100-store mark, which confirmed its status as a national player. At that time, VARUS was among the TOP-100 largest private companies in Ukraine according to Forbes.
In 2022-2023, VARUS opened a Dark Store in Kyiv and expanded its presence in Odesa, launching about 114 supermarkets.
Today, VARUS is one of the largest retail chains in Ukraine, with more than 100 supermarkets in more than 25 cities across the country. The company is part of the Omega group of companies and since its foundation has positioned itself as a national retailer with a focus on quality, convenience and Ukrainian products.
The chain’s assortment is based on everyday products: from fresh vegetables and fruits to meat, dairy and grocery products. VARUS pays special attention to its own brands and cooperation with local producers, which allows it to offer competitive prices without losing quality. The stores also have their own culinary departments, bakeries and ready-to-eat departments.
The chain is actively developing digital services: the VARUS mobile app offers a loyalty program, personal discounts, electronic receipts, promotions, and a “save and collect” system. The company also launched an online store with home delivery, pickup and online payment.
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