SAN FRANCISCO, CA & KEASBEY, NJ - Fairway Market, a registered trademark of Wakefern Food Corp., has announced its latest innovation. The retailer has teamed up with Instacart to launch its new Fairway Now home delivery service. Delivering groceries in as fast as 30 minutes, the service is now available in New York from the Chelsea and Upper East Side locations, and will be available from all four stores in Manhattan in the coming weeks.
"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."
Instacart and Fairway worked together to optimize the service in-store, creating a special aisle for Instacart shoppers that is stocked with frequently requested items. According to a press release, these enhancements will expedite deliveries for Fairway Now during peak in-store hours.
Fairway Market and Instacart first collaborated to offer same-day delivery to customers in 2020, and Instacart now delivers from all Fairway Market stores across Manhattan. Instacart is also an available platform at other supermarkets that are part of the Wakefern cooperative.
"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, Vice President 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."
Wakefern also recently enabled omnichannel in-store shopping solutions such as Caper Carts—Instacart's smart carts—earlier this year.
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