Harris Teeter has kicked off on-demand grocery delivery in Baltimore and greater Maryland through parent The Kroger Co.’s fulfillment network.
Dubbed Harris Teeter Delivery, the service serves customers in selected ZIP codes across Maryland, the Matthews, North Carolina-based regional grocer said Friday. Shoppers place their orders via HarrisTeeter.com or the Harris Teeter mobile app. The orders are picked, assorted and loaded onto temperature-controlled delivery vans—bearing the chain’s banner—and are delivered directly to customers by uniformed Harris Teeter associates.
Harris Teeter noted that the vans employ technology that directs delivery drivers to use the fastest route, minimizing driving time and ensuring that groceries arrive as fast as possible. More than 30,000 items are now available, including fresh produce, meat and seafood plus exclusive items from Harris Teeter and brands such as Boar’s Head fresh-cut deli meat. Customers, too, earn the same VIC rewards and Fuel Points shopping online as in-store.
Currently, Harris Teeter Delivery is offered in Frederick, Maryland, and the Baltimore metropolitan area, Harris Teeter said, adding that the service will expand to include more ZIP codes this month.
Kroger’s Ocado-automated customer fulfillment center (CFC) in Frederick processes the Harris Teeter Delivery orders. The 350,000-square-foot facility, situated at 7106 Geoffrey Way in Frederick, became operational earlier this year and processes online grocery orders for shoppers in Maryland, Pennsylvania and the District of Columbia.
In May 2018, Kroger unveiled an exclusive U.S. partnership with U.K.-based online grocery specialist Ocado Group to identify sites for about 20 automated CFCs over the ensuing three years. So far, 17 CFCs have been announced, along with 13 supporting “spoke” facilities. The high-tech CFCs use Ocado’s vertical integration, machine learning and robotics to fill e-grocery delivery orders and extend Kroger’s reach to a larger geographic footprint, including areas where it doesn’t operate physical stores.
To support of the service launch, Harris Teeter is offering Maryland customers $15 off their first three Harris Teeter Delivery orders of $35 or more, through July 31. The grocer also is highlighting the service in 15- and 30-second video spots.
“We are thrilled to expand Harris Teeter’s delivery options to give our loyal Maryland customers a delivery experience that is as convenient and special as shopping in one of our stores,” Bill Rhyne, senior director of operations support at Harris Teeter, said in a statement. “It’s just as exciting to introduce our high-quality fresh produce, prepared foods and more to new geographic locations not previously served by a Harris Teeter store.”
Overall, Harris Teeter operates 258 stores and 60 fuel centers in North and South Carolina, Virginia, Georgia, Maryland, Delaware, Florida and the District of Columbia. The grocer has offered its own curbside pickup service—Harris Teeter Pickup, previously known as Harris Teeter ExpressLane—since 2000, and the chain works with third-party online grocery delivery providers, including Instacart and Shipt.