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Instacart debuts grocer-focused ordering, delivery, pickup option

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January 27, 2020

Instacart is launching Instacart Meals, an order/delivery/pickup program for the grocery industry.

The first customer is Publix, according to a press release, and the launch marks Instacart's move into the grocery meal delivery space.

Instacart Meals product makes it easy for customers to order specialty counter items alongside groceries and household essentials, all delivered or picked up from the store.

Instacart and Publix are offering a digital deli counter including the supermarket's Publix subs at Publix locations across Florida and to nearly all Publix stores across the Southeast this year, according to the release.

"We're excited to introduce Instacart Meals to customers nationwide. At less than half the price of an average fast-casual food order, made-to-order grocery meals offer busy people and families access to a fresh and more affordable option when life is hectic and dinner is now," Nilam Ganenthiran, president, Instacart, said in the release. "Made-to-order food counters are among the fastest growing aisles in the grocery store — these items represent up to 15% of sales for our grocery partners and have among the highest margins of anything sold in-store. It's critical that our grocery partners are able to capture these sales online with delivery and pickup — it's a boost to their business and a key part of the shopping experience for customers."