Spurred by successful results of a test pilot in several key markets, The Fresh Market has expanded its alliance with Instacart to include all of its 161 stores in 22 states.
A spokeswoman for the Greensboro, N.C.-based fresh-focused specialty retailer said data from its test with Instacart showed that offering consumers a convenient delivery option favorably changed the way its customers shopped and resulted in a basket size that doubled when compared to an in-store shopping trip.
“After successfully partnering with Instacart in several of our key markets, 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,” Mary Kellmanson, The Fresh Market’s chief marketing officer, said in a statement.
The chainwide deal with Instacart is right on time with the upcoming peak grilling season, noted Kellmanson, during which premium products factory heavy for Father’s Day celebrations. “Nothing says happy Father’s Day better than having Instacart deliver one of our giant Tomahawk ribeye steaks with some of our fresh-prepared sides like our new blue cheese potato salad, along with corn on the cob. We’re thrilled to be able to offer our guests a way to order our premium products direct from Instacart and get them delivered to their home in as fast as an hour.”
“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,” said Andrew Nodes, Instacart’s VP of retail accounts.
To kick off their expanded partnership, The Fresh Market is offering free delivery for both new and existing Instacart users. The retailer’s normal delivery fee for orders of $35 or more is $3.99; $9.99 per month with an Instacart Express membership; or an annual fee of $99, which entitles customers to unlimited, free delivery on all orders over $35.