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09/29/2021

Giant launches ultrafast essentials delivery with Instacart

Dan Berthiaume
Senior Editor, Technology
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Giant Company and Instacart are partnering for ‘instant delivery’ (Photo courtesy of Giant Company)

The Giant Company and Instacart are teaming up to taker on ultrafast delivery specialists with on-demand delivery of online orders in as fast as 30 minutes.

The Carlisle, Pa.-based grocer is now offering what it calls an instant delivery service at its Giant and Martin’s banners. The service provides customers with delivery via Instacart of fresh groceries, convenience items, and household essentials from early morning to late at night, in as fast as 30 minutes.

The Giant and Martin’s instant delivery services are provided through Instacart’s Convenience Hub, a new offering designed to streamline the convenience shopping experience for customers. Convenience Hub provides customers access to a range of essentials they need in as fast as 30 minutes.

Approximately 20,000 items are available via Giant Instant Delivery with a focus on convenience items, such as prepared foods, snacks, and beverages; as well as other home items such as paper goods, cleaners, and baby products. Customers can place orders as early as 6 a.m. and as late as 12 a.m., seven days a week, with a $10 order minimum and a $2.99 delivery fee. 

Ultrafast delivery services that offer delivery of immediate everyday essentials in as little as 30 or even 15 minutes are popping up. Startups including Gorillas, Gopuff, Buyk, and Jokr all provide ultrafast delivery of online convenience orders.

However, the ultrafast startup model primarily relies upon the delivery platforms fulfilling orders from their own network of dark stores and local fulfillment hubs. Instacart and Giant are applying the model to on-demand deliveries from an established retailer and service provider. It will be interesting to see if other retailers also start leveraging Instacart Convenience Hub, or if other major delivery platforms launch their own ultrafast services.

For Instacart Express members, priority delivery from Instacart Convenience Hub is free. In addition to the Instacart marketplace mobile app and website, customers will also be able to gain access to instant delivery via the Giant and Martin’s web and mobile platforms in the coming months, both of which are based on Instacart's Enterprise services.

The Giant Company first partnered with Instacart in 2017. The retailer also has more than 150 pickup locations, and customers across 90% of the company’s footprint have access to online grocery ordering and delivery services. And later in 2021, The Giant Company’s new Giant Direct e-commerce fulfillment center in Philadelphia will open to provide more capacity, faster order fulfillment and room to grow home grocery delivery.

“While no two families’ grocery experiences are alike, the one thing so many of our families have in common is that their lives are busier than ever. Sometimes, they just can’t make it to the grocery store – even for a quick trip – and that’s where Giant Instant Delivery comes in,” said Matt Simon, VP, brand experience, The Giant Company. “Together with Instacart, we’re simplifying the shopping experience. Whether it’s realizing the chocolate chips are missing the night before the school bake sale or unexpected dinner guests at the doorstep, through Giant Instant Delivery, we are continuing to find new ways to be there for our customers when they need us the most.”

“We’re excited to deepen our partnership with The Giant Company and provide a new way for customers to access convenience delivery across Pennsylvania, Maryland, Virginia and West Virginia,” said David Healy, retail partnerships at Instacart. “From produce to household staples, we recognize that customers may need essentials at the last minute - and we’re proud to unlock 30-minute delivery while reimagining the modern convenience store. It’s clear that customers are looking for both speed and quality, and they know that they can rely on Giant to provide both. We look forward to growing our Convenience Hub offering in partnership with Giant.”