Wegmans brings online grocery delivery to Manhattan via Instacart

From its four-month-old Brooklyn store, Wegmans Food Markets is extending its reach deeper into the Big Apple through its partnership with Instacart.

Wegmans said Thursday that the Instacart delivery radius from the location, at 21 Flushing Ave. in the Admirals Row site of the Brooklyn Navy Yard development, has been expanded to include all Manhattan ZIP codes.

The store, the first New York City location for Wegmans, began Instacart grocery delivery to adjacent communities on Oct. 30 after opening its doors to great fanfare on Oct. 27.

“Expanding delivery into Manhattan has been on our radar since opening our Brooklyn store,” Erica Tickle, director of e-commerce for Wegmans, said in a statement. “We’ve heard from customers this would make life easier for them, and with major investments in e-commerce like our new website and app, the timing couldn’t be better to make ordering favorite Wegmans-brand products and fresh foods available for delivery to Manhattan.”

Wegmans noted that delivery windows often may be longer for Manhattan addresses, ranging from two to five hours, because of extended drive times in the Big Apple traffic. New York City residents can find out if they’re within the delivery area from the Brooklyn store by visiting Wegmans.com or using Wegmans mobile app.

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“In partnership with Instacart, we’ve seen tremendous growth and success with our online grocery shopping and delivery services,” Tickle explained. “It represents a growing percentage of our sales, and with larger delivery radiuses, we’re able to reach more customers in New York, and other markets where traffic and transportation prohibit customers from coming to us.”

For Instacart delivery from Wegmans, customers shop online at Instacart.wegmans.com or via the Instacart app. Wegmans delivery starts at $3.99 for orders of $35 or more. Shoppers signing up for an Instacart Express membership, which costs $99 annually, can get free deliveries for orders of at least $35. Wegmans said items ordered for delivery include price increase to cover the cost of Instacart shopping services.

“By expanding our partnership to enable delivery from the Wegmans Brooklyn location into Manhattan, we’re giving New Yorkers a convenient, new way to get the groceries and household essentials they need from the grocer they love,” according to Andrew Nodes, vice president of retail at San Francisco-based Instacart. “The Brooklyn store opening was a big moment for New Yorkers, especially to those who have been shopping at Wegmans outside of the city for generations. At Instacart, we’re proud to offer busy people and families a new way to get their Wegmans store favorites, delivered directly to their door across New York City.”

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The 74,000-square-foot Brooklyn store was Wegmans’ 101st location and 47th New York store. It houses more than 60,000 products, including an extensive restaurant-quality prepared foods department, more than 4,000 organic products, fresh seafood delivered whole and cut to order daily, hundreds of produce items and 300 varieties of imported and domestic cheese. The store also includes a second-floor mezzanine with a bar, serving food and wine, beer and spirits.

Wegmans offers Instacart online grocery delivery across its seven-state footprint, which includes New York, Pennsylvania, New Jersey, Virginia, Maryland, Massachusetts, and North Carolina. The Rochester, N.Y.-based grocer plans to open a second metropolitan New York location on June 7 in Harrison, N.Y., situated in Westchester County, just north of the New York City borough of the Bronx.