Fairway Market launches 30-minute delivery service powered by Instacart

Instacart and Fairway Market have announced the launch of "Fairway Now," a new fast home delivery service powered by Instacart.

Fairway Now allows Fairway Market customers to access last-minute groceries and household essentials in as fast as 30-minutes, according to a news release.

The service is available now from New York's Chelsea and Upper East Side locations and will be available from all four Fairway Market stores in Manhattan in the coming weeks, the release said.

"Our customers are New Yorkers and they are savvy, on the move and always looking for smart, convenient ways to shop,” Perry Blatt, director of e-commerce and business development for Fairway Market, said in the release. “Fairway Now will help them do that by making it easy to get fast deliveries of the groceries and household goods they need now. Powered by Instacart, the Fairway Now service enables us to turn our brick-and-mortar Fairway Markets into convenience stores, providing customers with store-to-door delivery in as little as 30-minutes. Whether our customers need a last-minute dinner ingredient or are running out of milk, coffee, or even laundry detergent, Fairway Now is there to help with speed and ease."

Instacart and Fairway Market worked together to optimize the Fairway Now service in-store, creating a special aisle for Instacart shoppers that is stocked with frequently requested convenience items, the release said. These enhancements will expedite deliveries for Fairway Now, particularly during peak in-store hours.

"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," Ryan Hamburger, vice president of retail partnerships at Instacart, said in the release. "We wanted to create a new fast fulfillment solution that helped Fairway Market serve their customers' need for speed, while also giving them access to a vast catalog of items available in as fast as 30-minutes. 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."

Fairway Market and Instacart first collaborated to offer same-day delivery to customers in 2020, the release said. Instacart now delivers from all Fairway Market stores across Manhattan. Fairway Market is a trademark of Wakefern Food Corp., the retailer-owned supermarket cooperative, and Instacart is an available platform at other supermarkets that are part of the Wakefern cooperative. Wakefern and Instacart have also worked together to include alcohol delivery and EBT SNAP through the Instacart App, and most recently enabled omnichannel in-store shopping solutions such as Caper Carts — Instacart's smart carts — earlier this year, the release said.

To place an order from Fairway Now, customers can navigate to the storefront within the Instacart app or visit instacart.com/store/fairway-now/storefront. To learn more about Instacart's fast fulfillment solutions, visit instacart.com/company/retailer-platform/fulfillment.