Who is Instacart's target market? Are people really too busy to go to the grocery store and are willing to pay a premium for delivery? Amazon works because their items are actually cheaper than retail. If Amazon items were priced at a premium, few would use it. I personally enjoy grocery shopping. It's a relaxing break from my day. I like picking out my own produce and cuts of meat. I don't think it's something many people would be willing to outsource.
When I lived outside a big city, I didn't think twice at going a few miles to the Trader Joes, even if I didn't need much. Right now, I'm in San Francisco and without a car, and it's an event to go just about anywhere from where I live, short of a small corner store.
You should try out ZipCar. I'm not pitching it against InstaCart, which will prove to be cheaper for groceries, but more like a trip to Fry's or Ikea maybe.
I've been using Ocado in the UK to deliver most of my shopping over the past 3 years. I'd rather relax with a good book than by searching for groceries and lugging them home. Not to mention, not everyone owns a car, especially not in London — and not in San Francisco, either.
I would. If this was available here in NJ, I'd be on it in a heartbeat. TJs and WF are two of my favorite stores and they're both relatively far from me, about 25 minutes away. Add the time spent finding items on shelves and I would be looking at a serious time saver.
personally, i happily walk to safeway and whole foods when i want stuff from there, but by the time i take a taxi or two buses each way to trader joe's, i might as well just let instacart deliver. i definitely don't buy fresh produce that way, but there are some prepackaged things for which i prefer the trader joe version to the stuff i can get in my walking neighbourhood.
