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The Fresh Market brings Instacart delivery to all stores

Specialty grocer rolls out same-day service following pilots

Russell Redman

May 16, 2019

2 Min Read
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Extending its customer reach, The Fresh Market Inc. has launched online grocery delivery through Instacart chainwide.

The Greensboro, N.C.-based specialty supermarket chain said Thursday that same-day delivery service is now available at all 161 of its stores in 22 states. Customers ordering online through the retailer’s Instacart page or the Instacart mobile app can receive their groceries in as soon as one hour.

The full Instacart rollout comes after The Fresh Market saw a strong response from customers after piloting the service six months ago in four key markets, including stores in the retailer’s central, northeastern and southeastern zones. 

“We found that our guests appreciated having a convenient option to order the specialty foods they love, delivered to their door when they want them," Chief Marketing Officer Mary Kellmanson said in a statement.

According to San Francisco-based Instacart, data showed that its delivery option changed the way that The Fresh Market customers shopped and doubled their basket size versus in-store shopping trips.

"We are proud to partner with fresh-focused specialty retailer The Fresh Market to bring their carefully curated products to all of their loyal customers in a new way," said Andrew Nodes, vice president of retail accounts at San Francisco-based Instacart. "Now that Instacart is available in all 161 stores, customers can have all the ingredients they need to prepare a memorable meal delivered directly to their door with the same exceptional service they've come to expect from The Fresh Market."

In support of the launch, The Fresh Market is offering customers free delivery for their first Instacart order — for new and current Instacart users — with promotional code “TFM1Free.”

To use the Instacart service, customers go to The Fresh Market’s Instacart web page or open the Instacart app and then choose the delivery city and store. After adding groceries to their virtual cart, they select a delivery time window, which ranges from one hour to up to five days in advance, and then check out. An Instacart personal shopper then picks, bags and delivers the order to the customer in the designated time frame.

Delivery costs $3.99 for orders of $35 or more. The Fresh Market shoppers can get unlimited free delivery on purchases of at least $35 by signing up for an Instacart Express membership, which carries a fee of $9.99 per month or a $99 annually.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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