If you’re doing some last-minute shopping for Taco night, Google wants in. The search engine is expanding its Google Express same-day delivery service to include fresh groceries.
Google announced Wednesday that Google Express will now deliver fresh fruit, vegetables, dairy, eggs, meat products and other grocery items right to your front door. Under this new initiative, the delivery window for fresh food and perishable orders will be reduced from the usual four hours to just two. Other changes include a hike in the minimum order, which will jump from $15 to $35. Google Express members (annual memberships cost $95) will pay $3 for each fresh food delivery, while non-Express members will pay $5 an order.
Google Express is kicking off its expansion into fresh food delivery on a small scale. The new service is currently limited to parts of Los Angeles and San Francisco. Rather than maintain costly refrigerated warehouses nearby like some of their competitors, Google will instead partner with retailers in both cities to supply inventory. In San Francisco, Google Express will deliver from Costco, Whole Foods, and Smart & Final Stores. Retail partners in Los Angeles will also include Costco and Smart & Final, as well as upscale grocery store Vicente Foods.
With this new venture, Google is entering a highly competitive field that has proven to have a minimal rate of success. The competition includes other same-day grocery delivery services like Amazon Fresh and InstaCart. It’s worth noting that the $95 annual membership fee for Google Express is significantly cheaper than the annual fees for both Amazon’s service and InstaCart, which will run you $299 and $149, respectively. And even though InstaCart delivers orders $35 and above at no cost, Google’s new service might win out thanks to its partnerships with well-known grocers.
Stay tuned for updates on the new Google Express grocery delivery service, including when it’ll launch in additional U.S. cities.[WSJ]
Photo Credit: Wall Street Journal