SpartanNash Sweetens the Deal on Fast Lane Subscriptions

SpartanNash is betting big on moms this year: The Grand Rapids, Mich.-based retailer and wholesaler is offering a Mother's Day-themed deal on subscriptions to its $49 a year Fast Lane membership program, promising $10 in free produce, floral department items and snacks each month and other discounts for new members.

The giftable, "designed just for moms" membership includes regular Fast Lane perks and savings, such as free curbside pickup and 50% off delivery with a $50 minimum purchases, as well as 30% off Tippy Toes baby-care items and 30% off Paws pet products for the first year of membership. 

It's not the first time this year that SpartanNash has seized on the spirit of the season to promote Fast Lane memberships: In February, the company offered free delivery on orders of $35 or more for Fast Lane members looking to celebrate the Super Bowl or Valentine's Day at home—or just to stay out of the cold and away from Omicron. 

SpartanNash launched Fast Lane as a click-and-collect curbside service in July 2017 before adding home delivery late that year. Last summer, the company—currently embroiled in a fight with an activist investor over its board composition and the direction of the business—estimated that shopping through Fast Lane saves members an hour per week, plus $465 on pick fees per year and $208 on delivery fees.

SpartanNash stores in Indiana, Michigan, Minnesota, Nebraska, North Dakota, South Dakota and Wisconsin offer the omnichannel-focused Fast Lane program, available to customers shopping select Family Fare, D&W Fresh Market, Martin’s Super Markets, Family Fresh Market, VG’s Grocery, Dan’s Supermarket, Forest Hills Foods and Ada Fresh Market locations.