New service from Instacart and Publix is made to order

An on-demand delivery platform and a Southeastern grocery powerhouse are seamlessly offering specialty deli items.

Instacart is partnering with Publix Super Markets to test Instacart Meals, a new solution for online ordering, delivery and pickup of made-to-order food. The launch marks Instacart's move into grocery meal delivery.

As a first step before wider rollout of Instacart Meals, Instacart has collaborated with Publix to introduce the service with a new digital deli counter offering a “build your own sub” feature. Instacart Meals will roll out to Publix locations across Florida in the coming weeks and to nearly all Publix stores across the Southeast in the months ahead, following a Florida pilot.

The new service plugs directly into Publix’s ordering system, enabling store employees to receive orders through its existing infrastructure. Instacart shoppers can then visit the counter and pick up items. When customers add a made-to-order meal to their cart, Instacart Meals automatically offers all applicable combo options and discounts, enabling customers to obtain any deals and savings available in-store. 

“Made-to-order food counters are among the fastest growing aisles in the grocery store — these items represent up to 15% of sales for our grocery partners and have among the highest margins of anything sold in-store,” said Nilam Ganenthiran, president, Instacart. It's critical that our grocery partners are able to capture these sales online with delivery and pickup — it's a boost to their business and a key part of the shopping experience for customers."

"At Publix, we're always looking for ways to ensure our customers have the best experience possible, both in our stores and online,” said Maria Brous, Publix director of communications. “With Instacart, it's easier than ever for our customers to get prepared subs fast — the way they want — delivered along with their grocery essentials.”

Instacart Meals comes on the heels of Instacart expanding its alcohol delivery offering with retail partners such as Sam’s Club.

Instacart has partnered with more than 350 national, regional and local retailers to deliver from more than 25,000 stores across more than 5,500 cities in North America. Publix operates more than 1,200 stores in Alabama, Florida, North Carolina, South Carolina, Tennessee, and Virginia.