Kroger Partners With Instacart for 30-Minute Deliveries

The service is available through the delivery platform’s new “Convenience Hub.”

September 15, 2021

Kroger Delivery Now App

CINCINNATI and SAN FRANCISCO—Kroger and Instacart have partnered to offer customers 30-minute delivery on fresh food, household essentials, meal solutions and snacks. Kroger is the first grocery retailer to offer a national convenience delivery solution, according to a press release.

Dubbed “Kroger Delivery Now,” the service is available through Kroger's site and app and Instacart's new "Convenience Hub" on the Instacart Marketplace.

"Kroger Delivery Now is a differentiated solution in the e-commerce industry, not just the grocery sector," said Rodney McMullen, Kroger's chairman and CEO. "Our new service provides customers with one more way to shop with us and addresses the importance of convenience and immediacy.”

Thirty-minute delivery is not new to Kroger. The grocer tested deliveries within a half hour two years ago, but expansion of the service proved too difficult with only Kroger staff, said McMullen, reports the Wall Street Journal. (NACS Magazine delved into this common delivery dilemma of using own-staff versus third party in the mobile order and delivery landscape.)

Additionally, Instacart is releasing a “Convenience Hub” on the Instacart Marketplace, a new product experience that streamlines convenience shopping for customers. Through the Convenience Hub, customers in nearly every major U.S. city can shop for convenience essentials 24 hours a day, seven days a week with free priority delivery in 30 minutes for Instacart Express members on orders over $10.

Convenience item delivery is growing at a quick pace, says Instacart CEO Fidji Simo. Nearly 20% of Instacart customers are paying more for faster delivery, though delays remain possible. The company said it would give priority to 30-minute deliveries to meet demand, according to the Wall Street Journal. Convenience continues to be one of the most popular categories on Instacart, with orders up more than 150% since May 2021.

NACS Daily reported that delivery timing is more important than delivery speed, as consumers want the convenience of pre-determined and reliable delivery and scheduling.

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