Back to Specialty Food News

Fairway Market, Instacart Partner on 30-Minute Delivery

New York City-based Fairway Market and Instacart said Wednesday that they have come together to launch “Fairway Now,” a home delivery service powered by Instacart that lets Fairway Market customers order last-minute groceries and household essentials in as fast as 30 minutes.

The service is available today from the Chelsea and Upper East Side locations and will be available from all four Fairway Market stores in Manhattan in the coming weeks.

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

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 to increase order and delivery speed.

“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,” said Ryan Hamburger, VP of retail partnerships at Instacart, in a statement.

Fairway Market and Instacart first collaborated to offer same-day delivery to customers in 2020. Instacart now delivers from all Fairway Market stores across Manhattan.

Related: Shipt Unveils Holiday Solutions; Getir Completes FreshDirect Acquisition