Many Aldi customers will soon be able to get their groceries delivered.
The German grocery chain is launching a delivery service in partnership with Instacart in Atlanta, Dallas, and Los Angeles starting August 31.
The service will allow customers to order groceries from Aldi online and receive their deliveries within an hour, the company says.
Aldi will roll out delivery across the country if the program is successful in pilot markets, Scott Patton, Aldi’s vice president of corporate buying, told Business Insider.
“We would like to roll this out very quickly,” Patton said. To encourage customer engagement, Aldi is offering shoppers $US20 off and free delivery on their first Instacart orders through September 30.
To use Instacart, customers fill virtual carts by visiting instacart.com or downloading the Instacart App. At checkout, customers can choose a delivery window that works best with their schedule, anywhere from an hour or up to a week later.
The new partnership should help Aldi better compete with upmarket chains like Whole Foods, which added delivery through Instacart last year. Aldi has also been expanding its selection of organic food and remodeling stores to take on Whole Foods.
The delivery service should also help set Aldi apart from Lidl, Aldi’s biggest rival in Europe, which started expanding in the US in June.
It’s hard to estimate how much of an impact it will have on sales, however. Only a tiny fraction of customers regularly order groceries online in the US. Just 4% of Americans say their families shop online for groceries weekly, according to a recent Gallup poll.
Lack of availability of grocers that will deliver is likely a huge factor in that data, however.
Aldi currently operates about 1,700 stores in the US. The chain said earlier this year that it’s planning to become the third biggest grocer in the country by 2022 through a $US3.4 billion expansion to 2,500 stores.
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