SAN FRANCISCO, CA--(Marketwired - Sep 25, 2013) - Instacart (www.Instacart.com), the only service that can deliver groceries from multiple local stores within an hour, announced today a new feature called Instacart Recipes. Customer can now choose from hundreds of recipes at Instacart.com, automatically add the ingredients for a recipe to their virtual cart, and place an order for delivery.
According to Instacart founder and CEO Apoorva Mehta, the ability to search recipes was one of the most frequent feature requests customers made to Instacart. "Our shopping-cart analysis showed that Instacart customers tend to order meals from us," said Mehta. "For instance, a pork loin, potatoes, green beans, rolls and wine. When they started asking for recipes, we decided to take it one step further and give them the ability to click once and add every ingredient to their cart. It's great not only for planning family meals, but also for entertaining." Customers also have the option to pick and choose only certain ingredients from a recipe.
For the recipe content, Instacart partnered with Yummly, the leading digital kitchen and recipe search platform, essentially enabling Instacart customers to search every recipe in the world right from Instacart.com.
Originally launched in San Francisco, Instacart has disrupted the traditional grocery delivery space with its crowdsourced labor force dubbed "Personal Shoppers" who shop for and deliver grocery orders using their own vehicles in as little as one hour. This eliminates the need for costly infrastructure such as warehouses, trucks and full-time drivers.
The launch of Instacart Recipes is one of several milestones for Instacart in the last several months:
- Earlier in Sept., the company expanded its grocery delivery service into Chicago
- In August, Instacart launched Instacart Express, an Amazon Prime-like service for grocery delivery
- In July, Instacart announced an $8.5M Series A funding round from Sequoia Capital and others
- Also in July, the company launched Instacart Plus, which makes grocery delivery less expensive than going to the store yourself
Instacart Recipes is available beginning today in all areas served by Instacart (the San Francisco and Chicago metro areas). Consumers can open an account at www.Instacart.com and get free delivery on their first order ($35 minimum).
Instacart is the only service that can deliver groceries from multiple local stores within an hour, and is often less expensive for consumers than a personal, time-consuming trip to the grocery store. Customers can choose from a variety of local stores including Safeway, Whole Foods and Costco, and can mix items from multiple stores into one order. Instacart is disrupting the traditional grocery delivery business with its approach, which utilizes a crowdsourced model for Personal Shoppers and needs no warehouses or trucks. Learn more at www.Instacart.com.