King Soopers said Monday that it’s speeding up its home-delivery service to match competitors’ two-hour shipping time. It’s also expanding its grocery delivery area to the majority of its Colorado stores, thanks to the new partnership with Instacart.
The supermarket chain has long offered grocery delivery through its HomeShop. But that service “was more like a five-day window ” and limited to 19 stores, said Adam Williamson, a King Soopers spokesman. This expands King Soopers’ reach to 110 stores out of 152 in Colorado.
“HomeShop is being refined because the customer has changed,” Williamson said. “The model we had before didn’t fit the 24-hour lifestyle of customers.”
San Francisco-based Instacart, which offers grocery delivery for Costco, Natural Grocers and others in the Denver area, is similar to ride-sharing services like Uber and Lyft. The company relies on a team of contract workers who agree to take delivery jobs as they become available. On its site, Instacart promises delivery “in as little as an hour.”
Amazon launched its same-day grocery delivery service AmazonFresh in Denver last May. And after buying Whole Foods last summer, the company last month began offering two-hour delivery for Whole Foods orders in four U.S. cities. But Williamson said that wasn’t the main reason for the move to Instacart.
“We do a really good job of chasing our customers, not chasing the competition,” he said. “It’s about us listening to our customer needs.”
Customers can order groceries through King Soopers’ and Instacart’s app. Delivery is $11.95. The company also has its curbside pickup called ClickList, which allows customers to shop online but pick up at the store, with workers doing the heavy lifting.