Instacart to Take Over More Regions Through Supervalu, Publix

In yet another expansion for Instacart, Supervalu is enhancing its relationship with the company by offering its services to the more than 3,000 independent retail stores it supplies, as well as other retailers across the U.S. in more than 240 metro areas in which Instacart operates.  

Initially entering into an exclusive multiyear contract with Instacart back in December, Supervalu first implemented the grocery delivery service to its Cub, Farm Fresh Food & Pharmacy, Shop ‘n Save and Shoppers Food & Pharmacy banners. 

The reseller agreement will allow Supervalu retailers to "service more customers, more often, without POS integrations or additional labor costs," according to Supervalu officials, and it will offer benefits through contracted pricing, placement on Instacart.com, as well as marketing expertise and support. 

“Consumers today want the ability to shop for food and groceries anytime and anywhere,” said Tom Kraus, VP of digital for Supervalu. “Instacart allows retailers to meet customers when and where they want to buy with delivery in as little as one hour.”

Additionally, Publix, which entered into a partnership with Instacart in July 2016 and expanded its services across several Southeastern regions the following summer, is once again strengthening the partnership by bringing its services into central Florida. Currently, Publix Delivery powered by Instacart is offered in more than 92% of Publix’s operating area.

Related:Natural Grocers and Instacart Partner for Grocery Delivery

The service will now be available at Publix stores in Lakeland, Fla., and its surrounding areas, including Auburndale, Bartow, Haines City, Mulberry, Plant City and Winter Haven. 

Instacart has been quickly dominating the grocery e-commerce space, with retailers such as Fresh Thyme and Sam's Club being the most recent adopters.