Instacart has announced several new services for retailers, called Carrot Warehouses, which promises to help grocers support 15-minute deliveries. This move would cut Instacart's quickest existing option of 30 minutes in half.
The company has started to put this new plan in place. Instacart announced it has reached a partnership with supermarket chain Publix to offer 15-minute deliveries in Atlanta and Miami in the "coming months" according to the company.
Carrot Warehouses is one of three new offerings of its new Instacart Platform. In addition to ultra-fast delivery, Instacart is offering advertising solutions and data insights to retail partners to help with "all aspects of what it takes for grocers to execute a true digital transformation" according to Instacart.
The competition for home delivery has become competitive as large companies like Uber Eats, Grubhub and DoorDash expanded services as well as smaller rapid delivery companies entered the market offering faster service. The new startups have been fiercely competing to deliver goods quicker to consumers by owning the inventory and using micro-fulfillment stores and deliveries by their employees. It has helped to streamline the process while other companies reply on independent shoppers and retailers.