Groceries giant Woolworths is ramping up the roll-out of its rapid delivery service, Metro60, with tens of new stores coming online in Sydney each week and fresh plans to bring the service to Melbourne within months.

The push by Woolworths into rapid deliveries of groceries in under one hour through a partnership with Uber will place further pressure on pioneering start-ups in the sector such as Milkrun and Voly, which have both recently hit challenges.

The Sydney Morning Herald and The Age first revealed Woolworths’ entry into the quick delivery market last month, along with major changes at Milkrun and struggles and store closures at competitor Voly.

Woolworths’ chief transformation officer, Von Ingram, who is the senior executive overseeing the Metro60 project, told this masthead that the chain was monitoring key numbers like delivery times, repeat traffic and average order sizes closely as it calibrates its expansion.

Those figures will determine the profitability or otherwise of the Metro60 project, which lets customers order groceries from Woolworths Metro stores from a dedicated app that are then delivered in less than an hour via Uber couriers.

“We want to make sure that we get the economics right,” Ingram said. “Victoria is absolutely, absolutely next, but we take this quarter by quarter.”

So far, Metro60 operates in a zone roughly between Sydney city, Mascot, Matraville and Rose Bay.

Woolworths’ next quarter starts in October, though Ingram emphasised that a launch was not guaranteed. She gave Metro60 a seven out of 10 for overall success so far in the short time it has been operating but would not reveal supporting data on revenue, orders or profitability.

“One of the things that we’re seeing is that customers are repeatedly using the service,” Ingram said. “So they’re not just one and done, they’re actually coming back. So that gives us a little bit of confidence that we’re on to ... the right things.”