SAN FRANCISCO: Instacart Inc., San Francisco-based startup, is launching a service offering prepared foods from supermarkets. Customers will be able to choose from hundreds of ready-to-eat meals from grocery stores. The online grocery platform announced the launch of its new Ready Meals Hub, with cooked foods from a number of Ahold Delhaize- and Kroger-owned top grocery brands already available.
Company termed these options as “cost-effective alternatives to restaurant takeout,” a clear play for aggregators’ customers.
“With our new Ready Meals Hub, we’re dishing up inspiring, more affordable and nutritious food alternatives to restaurant delivery that make it easier for consumers to break up with takeout this year,” said Instacart Vice President and Head of Product Daniel Danker in the release.
“We’re also helping retailers drive more sales and increase their ‘share of stomach’ when it comes to their customers’ daily mealtime decisions.”
Shoppers will also be able to tack on a few grocery items to complement their meal. The service, which promises delivery in 30 minutes, will be available at 4,100 stores in 35 states, a statement said on Thursday.
Competition in grocery delivery has intensified over the past year with DoorDash Inc. and Uber Technologies Inc. stepping up efforts to challenge Instacart’s stronghold in the U.S. At the same time, Instacart wants to tap into the still-booming market for restaurant meal delivery.
In November, sales for meal delivery services grew 13% from the same period a year earlier, led by DoorDash, which accounted for 57% of sales, according to data from Bloomberg Second Measure.
Instacart is an American company that operates a grocery delivery and pick-up service in the United States and Canada. The company offers its services via a website and mobile app. The service allows customers to order groceries from participating retailers with the shopping being done by a personal shopper.