Publix debuts Instacart-powered virtual convenience store

Publix Super Markets has formally launched an Instacart-powered online convenience store across its seven-state Southeastern market area.

Called Publix Quick Picks, the virtual storefront enables customers to shop Publix’s assortment of groceries, fresh foods, pantry items and household essentials, as well as meals and snacks, and have their orders delivered in as soon as 30 minutes via Instacart Priority Delivery, Instacart and Publix said Thursday.

Currently, Publix Quick Picks is available from nearly 1,200 stores. The chainwide rollout comes after a pilot in Tampa, Fla., that got under way in September. The service then was expanded throughout the Lakeland, Fla.-based grocer’s footprint. Publix and Instacart noted that the Quick Picks launch heading into the holiday season will give millions of households across the Southeast access to rapid delivery from Publix for the first time.

So far, Quick Picks delivery customers have ordered a range of items from the virtual aisles, including pre-made meals such as fried chicken tenders, Italian pinwheels and sushi as well as convenience staples like soda, chips, ice cream, candy, beer, wine and hard seltzers, among other offerings, the companies said. 

“Since launching Publix Quick Picks on Instacart, we’ve seen rapid customer adoption. Our store locations and wide assortment, combined with Instacart Priority Delivery in as fast as 30 minutes, creates a winning solution for our customers,” Erik Katenkamp, vice president of omnichannel and application development at Publix. “Our strong relationship with Instacart continues to unlock capabilities to meet the changing needs of our customers, and we look forward to continuing to grow our portfolio of time-saving services, like Publix Quick Picks, to give customers more ways to get what they need from Publix.”

Related:Publix goes chainwide with Instacart Meals ‘digital deli’

Publix tested Quick Picks in Tampa, Fla., in September before launching the service across its markets.

Publix Quick Picks marks the latest grocery retailer to join the Instacart Convenience Hub, a new product experience on the Instacart Marketplace designed to streamline convenience shopping. San Francisco-based Instacart spotlighted the hub in mid-September when unveiling Kroger Delivery Now, a  “virtual convenience store” service launched with The Kroger Co.

Around that time, Instacart also quietly introduced 24/7 delivery, another convenience-focused offering. The service is available at selected retail partners with stores open 24-hours or with late night/early morning operating hours, including 7-Eleven, Walgreens, CVS Pharmacy, Rite Aid and Safeway locations.

Instacart noted in the Kroger Delivery Now announcement that convenience remains one of its marketplace’s top categories, with orders up more than 150% since May 2021.

Related:Study: Publix is top Instacart grocery retailer

“Customer demand for convenience and rapid delivery continues to grow, and both speed and selection have become fundamental to grocery e-commerce,” according to Chris Rogers, vice president of retail at Instacart. “We’re proud to expand our partnership with Publix to bring the in-store express lane online with Publix Quick Picks, offering customers incredible choice paired with fast delivery to meet all of their last-minute needs through this busy holiday season and beyond. Whether trying to satisfy a craving, needing a forgotten ingredient for a family dinner or looking for a quick lunch option, Publix Quick Picks gives customers access to nearly the entire store so they can get exactly what they want, when they need it.”  

Same-day Instacart delivery debuted at Publix in July 2016 and then began expanding across the supermarket chain about a year later. Publix also piloted Instacart curbside pickup in September 2017 before deploying it out to nearly all stores. In July 2020, Publix and Instacart rolled out a “digital deli counter” with same-day delivery via the online grocery provider’s Instacart Meals service. The companies, too, offer alcohol delivery and pickup in selected states, including Alabama, Georgia, Florida, North Carolina, Tennessee and Virginia. The partnership also supports SNAP EBT payment integration across all Publix e-commerce properties powered by Instacart. 

Overall, Publix operates 1,284 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.