The major grocery without delivery in the Twin Cities — the fast-growing Aldi chain — is about to add the service.
Aldi last year partnered with Instacart, the San Francisco firm that hires personal shoppers to complete and deliver its customers' orders, to handle delivery services from stores in a handful of markets. Over the next two months, it will expand the effort to 75 major markets, including the Twin Cities, in 35 states.
"We will start the partnership in some stores in the metro in early to mid-October with nearly full metro suburb coverage by Thanksgiving," said Matt Lilla, division vice president at Aldi's Faribault division in Minnesota.
By the end of the year, about 80 percent of Aldi stores will offer online delivery via Instacart. Shoppers can check instacart.com/aldi for local availability.
While every supermarket has felt pressure to offer delivery services, it's been slow to catch on with consumers. Online grocery sales account for less than 3 percent of the $700 billion spent in U.S. groceries every year. But analysts say that stores without delivery risk being seen as not meeting customers' needs.
Chicago blogger Mashup Mom tried the service earlier this year. Aldi offered $20 off the first order of $35 and free delivery with a discount code. She found that most items had a slight surcharge compared to in-store pricing, although some prices were identical. A 5-ounce bag of SimplyNature organic spinach was $2.49 in the store and $2.75 delivered.
No items were cheaper on Instacart than in the store. Still, Aldi's prices were found to be about 40 percent less than the all-store supermarket average in the Twin Cities, according to a recent price comparison by Twin Cities Consumers' Checkbook, a consumer nonprofit group based in Washington, D.C.
One surprise on the site is the ability to use coupons and coupon codes. Aldi doesn't accept coupons in-store, but through Instacart, which offers digital coupons for many of its vendors, some national brand coupons may be redeemable if the items are stocked by Aldi online.