Instacart and Fairway Market have launched “Fairway Now,” a home delivery service that lets customers buy last-minute groceries and household essentials in as fast as 30 minutes.
The service is available beginning Dec. 20 from the Chelsea and Upper East Side locations, and will be offered at all four Fairway Market 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,” said Perry Blatt, director of e-commerce and business development. “Fairway Now will help them do that by making it easy to get fast deliveries of the groceries and household goods they need now.
“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.”
Instacart and Fairway Market worked to create an aisle for Instacart shoppers that is stocked with frequently requested items. These enhancements will expedite deliveries for Fairway Now, particularly during peak in-store hours.
“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 … 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.”
Fairway Market and Instacart first collaborated to offer same-day delivery to customers in 2020. Instacart now delivers from all Fairway Market stores across Manhattan.
Fairway Market is a trademark of Wakefern Food Corp., the retailer-owned supermarket cooperative, with Instacart available at other supermarkets that are part of the co-op.
Wakefern and Instacart have also worked together to include alcohol delivery and EBT SNAP through the Instacart App, and enabled omnichannel in-store shopping solutions such as Caper Carts earlier this year.
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