Morton Williams kicks off Instacart grocery delivery

Upscale New York City grocer Morton Williams Supermarkets this week launched same-day online grocery delivery via Instacart.

San Francisco-based Instacart said the service is available at Morton Williams 16 fresh markets, including 14 stores in Manhattan, one in the city borough of the Bronx and one in nearby Jersey City, N.J. Orders are delivered in as soon as one hour.

In addition, the partnership includes delivery wine and spirits from Morton Williams Wine and Spirits stores, also brought to customers’ doors in as little as an hour. The New York-based retailer has two independently owned and operated liquor stores in Manhattan.

“At Morton Williams, we are always looking for ways to make shopping easier and more accessible for our customers,” co-owner Avi Kaner said in a statement. “We’re excited to introduce this new one-stop offering with Instacart just in time for the holidays, allowing our customers more choice and greater accessibility when shopping.”

Morton Williams customers can shop online by visiting shop.mortonwilliams.com or opening the Instacart app on their smartphone. Shoppers then select their city and store and begin adding items to their virtual cart. An Instacart personal shopper at the Morton Williams store picks, bags and delivers the order within the customers’ designated time frame, which can also be up to five days in advance.

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Customers ordering alcohol must be at least 21 years of age, are required to enter their date of birth at checkout and present a government ID at the time of delivery.

For orders of $35 or more, the Instacart delivery fee is $3.99. Shoppers enrolling in Instacart Express can get unlimited, free delivery on all orders over $35 for a $99 annual fee. Morton Williams and Instacart are supporting the launch by offering customers $15 off their first order of $35 or more when they  enter the code MORTONWILLIAMS15 at checkout.

“We’re proud of our new partnership with Morton Williams and are excited to bring Morton Williams’ customers a new way to shop for their groceries and household essentials, including wine and spirits,” commented Andrew Nodes, vice president of retail at Instacart. “We know New Yorkers value choice, and we recognize the importance of reaching across more grocery aisles so that customers have access to all the goods they need, delivered to their door in as fast as an hour.”