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The Fresh Market brings Instacart delivery to all stores

Specialty grocer rolls out same-day service following pilots

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.

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