The new Kroger Delivery Now service will be available in 2,750 stores in 35 states under a wide range of Kroger banners serving a potential 50 million households in the U.S.  Rodney McMullen CEO commented, "This is a differentiated solution in the E-commerce industry, not just the grocery sector.  Our new service provides customers with one more way to shop with us and address the importance of convenience and immediacy". Consumers will access the service using a convenience hub, listing essentials that can be delivered by Instacart Express with 30-minute delivery on orders of $10.

Fidji Simo, the newly appointed CEO of Instacart commented, "we are proud to expand our long-time strategic partnership with Kroger and together as we unveil Kroger Delivery Now  to access convenience delivery nationwide". Ms. Simo continued, "Instacart has become a powerful retail enablement platform and today's expansion of our Kroger partnership is another example of our commitment to develop new solutions that help retailers grow and meet the involving needs of their businesses and customers".

The relationship between Kroger and Instacart was initiated in 2017 in California and has undergone a series of modifications and improvements including a 2019 service to deliver alcohol, where permitted by state rules. The current Kroger Delivery Now service was refined in mid-2019 and complemented other Kroger E-commerce initiatives including Kroger Delivery, Kroger Shipt, and Kroger Pick-up.