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Fairway Turns its Markets into ‘Convenience Stores’ with 30-Minute Delivery from Instacart

Fairway Market is adding rapid delivery with Instacart.
Image courtesy Instacart

Manhattan’s Fairway Market grocery chain has partnered with Instacart to develop a new convenience-focused service called Fairway Now that will offer delivery of last-minute grocery items and household essentials in as fast as 30 minutes.

“Our customers are New Yorkers, and they are savvy, on the move and always looking for smart, convenient ways to shop,” said Perry Blatt, Director of Ecommerce and Business Development for Fairway Market in a statement. “Fairway Now will help them do that by making it easy to get fast deliveries of the groceries and household goods they need now.”

The companies have optimized the Fairway Now service in stores by creating a special aisle for Instacart shoppers that is stocked with frequently requested convenience items. This enables Instacart to expedite deliveries for Fairway Now, particularly during peak in-store hours. The new Fairway Now convenience service is available from Fairway’s Chelsea and Upper East Side locations and will expand to all four Fairway Market stores in Manhattan in the coming weeks.

Fairway and Instacart first partnered in 2020 for same-day delivery, and Instacart now delivers from all Fairway Market stores across Manhattan.

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“Since launching our virtual convenience solution in 2021, we’ve continued to enhance this service to make it the best possible experience for our retail partners and their customers,” said Ryan Hamburger, VP of Retail Partnerships at Instacart in a statement. “With Fairway Now, we’re able to do just that — marrying convenience, speed, quality and the Fairway Market products and produce customers have come to rely on.”

Other retailers that have worked with Instacart to develop digital convenience-store offerings include Kroger, Aldi and Walmart.

Fairway Market is a trademark of the retailer-owned supermarket cooperative Wakefern Food Corp. Wakefern also has worked with Instacart to include alcohol delivery and enable EBT SNAP payments for its retailers through the Instacart App, and most recently debuted Instacart’s Caper smart carts at some stores earlier this year.

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