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The Fairway Now service is available from stores in Upper East Side and Chelsea.

Fairway Market launches 30-minute delivery with Instacart

New York City grocer creates a special in-store aisle for Instacart shoppers to speed up the process

Fairway Market shoppers in select locations in New York City can now get their groceries in as fast as 30 minutes through an expanded partnership with San Francisco-based delivery company Instacart. 

The Fairway Now service is available from stores in Upper East Side and Chelsea, and they’ll soon be available from the chain’s four Manhattan locations, Instacart and Fairway said in a joint press release. 

“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,” said Perry Blatt, director of e-commerce and business development for Fairway Market, in a statement. 

Instacart and Fairway developed the service at its brick-and-mortar stores by establishing an aisle for Instacart shoppers that is stocked with frequently ordered convenience items.

“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, in a statement. “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.”

Fairway Market, a trademark of retailer-owned supermarket cooperative Wakefern Food Corp. based in Keasbey, N.J., first partnered with Instacart in 2020. In June 2023, the grocer launched Instacart’s AI-powered Caper Carts at its Kips Bay location in Manhattan. The in-store carts include a number of high-tech features, including the ability to scan items using computer vision by placing them in the cart. 




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