Fairway Market launches fast delivery with Instacart
A local New York City grocer is expanding its partnership with a grocery technology company.
Fairway Market, a banner of Wakefern Food Corp. which operates four stores in New York City, is teaming up with Instacart to roll out "Fairway Now," a new fast home delivery service. Fairway Now lets Fairway Market customers receive delivery of online orders in as fast as 30 minutes, fulfilled by Instacart.
To place an order from Fairway Now, customers can navigate to the storefront within the Instacart app or visit the dedicated Fairway Now page on the Instacart e-commerce site.
Instacart and Fairway Market worked together to optimize the Fairway Now service in-store, creating a special aisle for Instacart shoppers that is stocked with frequently requested convenience items. These enhancements are designed to expedite deliveries for Fairway Now, particularly during peak in-store hours.
The service is now available from the retailer’s Chelsea and Upper East Side locations and will be available from all four Fairway Market stores in Manhattan in the coming weeks. Fairway Market has partnered with Instacart to provide delivery of online orders since 2020, and began rolling out the AI-enabled Instacart Caper Cart “smart cart” in summer 2023.
“Our customers are New Yorkers and they are savvy, on the move and always looking for smart, convenient ways to shop. Fairway Now will help them do that by making it easy to get fast deliveries of the groceries and household goods they need now," said Perry Blatt, director of e-commerce and business development for Fairway Market. "Powered by Instacart, the Fairway Now service enables us to turn our brick-and-mortar Fairway Markets into convenience stores, providing customers with store-to-door delivery in as little as 30-minutes. Whether our customers need a last-minute dinner ingredient or are running out of milk, coffee, or even laundry detergent, Fairway Now is there to help with speed and ease."
"Since launching our virtual convenience solution in 2021, we've continued to enhance this service to make it the best possible experience for our retail partners and their customers," said Ryan Hamburger, VP of retail partnerships at Instacart. "We wanted to create a new fast fulfillment solution that helped Fairway Market serve their customers' need for speed, while also giving them access to a vast catalog of items available in as fast as 30-minutes. With Fairway Now, we're able to do just that – marrying convenience, speed, quality and the Fairway Market products and produce customers have come to rely on."
Founded in 1946, Wakefern Food Corp. comprises nearly 50 member families who today independently own and operate 360 supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners in New Jersey, New York, Connecticut, Pennsylvania, Maryland, Delaware, Massachusetts, New Hampshire and Rhode Island.
Instacart partners with more than 1,100 retailers to deliver from more than 80,000 stores across more than 14,000 cities in North America.