This is just self-congratulatory PR, trying to persuade potential investors that's they're a hard tech company.
http://www.gizmodo.co.uk/2017/02/inside-ocado-discover-the-h...
This is not a vapourware start-up, they've been leading the grocery delivery business in the UK for years. That said, they have the same problem as Amazon in that they invest so much into RnD that they're not terribly profitable (about £10M on a $1Bn turnover).
That said, in this particular example I don't know how much their solution differs from Royal Mail (which uses fixed routes) or people like DHL, Fedex, et al. Routing isn't exactly a new problem and courier companies presumably have always had a lot of people working in operations research.
She swears by them, I mostly swear at the bill.
For example, Oracle sell a product called 'Real Time Scheduler' [1]. Google finds me a bunch of other products too, but I haven't looked at them in depth.
The off-the-shelf software can deal with tens to low hundreds of orders per solution, - which can scale reasonably well if you're willing to divide your service area with boundaries you can't optimise across.
Ocado built a custom system which can support more orders with fewer boundaries; this offers better routing efficiency, which is important as delivery efficiency is a key cost driver. If your business does something like, say, washing machine repair your time-per-customer might be dominated by repair time rather than travel time; in that case you might be able to operate a nationwide business on off-the-shelf software.
The underlying algorithm in Ocado's system is based on simulated annealing [2] - although those precise words don't seem to have made it into the article!
[1] http://www.oracle.com/us/solutions/scm/service-optimization-... [2] https://en.wikipedia.org/wiki/Simulated_annealing
They also probably decouple their problem into disjoint regions before solving it, to reduce the dimensionality of the problem(s).