The Fresh Market adds Uber Eats to delivery roster

Fresh, natural and organic grocer The Fresh Market has added another on-demand delivery option via a partnership with Uber Eats.

San Francisco-based Uber Technologies said Thursday that customers at all 161 The Fresh Market stores in 22 states will be available to shop through the Uber and Uber Eats apps and receive same-day or scheduled delivery of groceries, including fresh foods and specialty items.

“Providing our guests with Uber Eats on-demand delivery is one more way we’re meeting their needs to shop our stores when and how it best fits their lifestyle,” The Fresh Market Chief Marketing Officer Kevin Miller said in a statement. “We’re excited to launch across all our stores and allow Uber Eats to bring the highest-quality fresh foods from around the world to our guests' doorsteps.”

In support of The Fresh Market’s launch with Uber Eats, customers can get up to 50% off (maximum $40) orders over $60 with code UBERFRESH through Sept. 30. Those enrolled in the Uber One program pay no delivery fee and receive 5% off on orders of $35 or more from The Fresh Market. Orders must be placed through the grocery section of the Uber or Uber Eats apps.

Greensboro, N.C.-based The Fresh Market previously offered same-day grocery delivery only with Instacart, through a partnership formed in 2018 and then a chainwide rollout by mid-2019 following a six-month pilot. In addition, the grocer also offers curbside pickup service chainwide. Uber Eats marks the retailer’s second same-day delivery partner.

“The Fresh Market was named ‘Best Supermarket in America’ thanks to a first-class in-store shopping experience, and we’re thrilled to have the opportunity to bring that selection to the Uber Eats app,” commented Christian Freese, head of grocery and new verticals for the United States and Canada at Uber. “For Uber Eats households across much of the U.S., this is a game-changer for weeknight dinners, school lunches and so many other on-demand delivery moments that can be elevated with The Fresh Market’s prized specialty ingredients, curated meal kits and more.”

Earlier this week, Uber Eats delivery service launched with Western grocer The Save Mart Companies through its Save Mart, Lucky and FoodMaxx supermarkets. The retail partner additions continue Uber’s expansion in the grocery arena since July 2020, including such food retailers as Albertsons, Meijer, SpartanNash and Hy-Vee, among other regional and local operators.

Customers want seamless omnichannel experience

New research from Acosta Group shows that 55% of consumers buy their groceries online at least some of the time, while still shopping primarily in-store for groceries. Almost half of online customers start at a retailer’s website or mobile app with their lists to place an order. What’s more, Acosta Group found, 80% of click-and-collect grocery shoppers enter the store when picking up their orders. And for e-grocery customers, 63% consistently use one fulfillment method—either pickup or delivery.

That’s why many grocers ensure they give options for online service as well as provide a user-friendly customer experience. In early 2021, The Fresh Market boosted the service level for click-and-collect through a program called “The Friendliest Curbside Experience in America.” The initiative offers curbside pickup customers designated personal shoppers, orders that are double-checked by managers and verified with their signature, and wait times of less than five minutes for groceries to be brought to their vehicle.

And in January 2020, The Fresh Market went live with a new online store and a new mobile app. The revamped website made it easier for customers to shop by department and by collections, such as new items, easy meals and seasonal offerings. Shoppers also were able to use the site to plan and build a menu for special meals or save favorite items to a regular shopping list, to be used in-store or moved into a virtual shopping basket and placed for a delivery order. Other new features included the ability to filter products by special dietary need or by what’s on sale, private-label items or new offerings.

Meanwhile, The Fresh Market’s upgraded mobile app brought a Scan & Shop tool that allows users to look up products by barcode to see if the store carries them. Customers also gained the ability to reorder favorite items, stay up to date on the latest deals and weekly features, and create shopping lists for routine purchases or special occasions.