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Instacart Expands Into Fort Lauderdale, Delivering Groceries From Publix, Whole Foods And More

Busy Fort Lauderdale residents now have another alternative to making that dreaded trip to the grocery store. 

On-demand grocery delivery company Instacart launched service in 11 Broward zip codes on Thursday, Aug. 25. The company works with personal shoppers who will deliver items from retailers including Publix, Whole Foods, Total Wine and Petco, within one hour of when customers place their orders.

Here’s how it works: Customers shop for their favorite items online via Instacart’s website or mobile app. They can then schedule delivery for a preferred timeframe—whether that’s in a few days or within an hour. A personal shopper will pick up the items from the store of choice and deliver them to the selected address.

There is a delivery fee based on the size of the order and the selected time of delivery, but first-time users may be eligible for free delivery. 

After a record-breaking Miami launch for the company last summer, expanding north was simply the next logical step, Instacart’s Nick Friedrich said. Based in Atlanta, the general manager for the southeast region said he’s looking forward to growing the market, plus making more trips to Fort Lauderdale. 

“The food options, the access to the beach… it’s just a culturally rich area,” he said.

Getting Publix to sign on as a partner just last month was a big win for Instacart, which Friedrich said recognized how popular the grocery retailer is among Floridians. In fact, finding a way to incorporate deli orders, particularly "Pub Subs," to the service was a must from day one. 

Previously serving South Miami to Hallandale, Instacart’s expanded delivery zones now include Fort Lauderdale-area neighborhoods along the beach, north near Oakland Park, and just west of Interstate-95. Specifically, the zip codes included are: 33301, 33304, 33305, 33306, 33308, 33309, 33311, 33312, 33315, 33316 and 33334. 

Competitors, such as Shipt and Cravy, have also expanded in South Florida as of late—a move Instacart takes as a good sign there’s high demand for the convenience factor all these companies offer. 

“People like to get what they want when they want it,” Friedrich explained. “We expect there will be other people in the space.” 

As is the case with most of Instacart’s markets, Friedrich said he expects the Fort Lauderdale customer base to made up of three main groups: young professionals, working parents with small children, and residents, such as the elderly, who may not be able to leave their homes. 

Screenshot of Instacart website
Images courtesy Instacart