Albertsons unveils 30-minute grocery e-commerce service

Dive Brief:

Albertsons announced Wednesday the launch of a new e-commerce offering called Flash that is available at more than 2,000 locations across the company's banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme and Tom Thumb.
With Flash, customers can choose up to 35 items for pickup or delivery. Delivery orders, which have an $11.95 service fee per order, will be delivered within a 30-to-50-minute window, while pickup orders, which have a $3.95 fee, will be ready in 30 minutes or less, per the press release.
Albertsons is putting a unique name and proprietary spin on the 30-minute e-commerce service model that many grocers have embraced in recent years.

Dive Insight:

Albertsons’ launch of Flash comes at a time when grocers large and small are seeking ways to speed up grocery e-commerce services and provide more convenience for their customers.

Stephen Menaquale, Albertsons’ senior vice president of e-commerce and fulfillment, positioned the Flash service as a fill-in trip offering: "Whether you’re missing a key ingredient for tonight’s dinner, or need a healthy snack for your kid’s lunchbox, families can turn to Albertsons to quickly replenish their food and household staples.”

Customers can place Flash pickup and delivery orders on Albertsons’ websites and mobile apps for its banners. Pricing of the Flash assortment is the same as in-store, per the press release.

“Most in-store items are available to purchase for Flash grocery delivery & pickup,” Albertsons’ website says. Albertsons did not say exactly how many items are available from the service, but did note that select items are only eligible for the latter. The Flash service does not include alcoholic beverages, tobacco products, “certain frozen items and food requiring extra preparation time,” according to the press release.

Order pickup spots in a parking lot. — Courtesy of Albertsons

Flash delivery and pickup are available from 8 a.m. to 5 p.m., although operating hours may vary by store, according to Albertsons’ website. Maximum basket limits for delivery may also vary based on proximity to a local store, per the press release.

Members of Albertsons’ FreshPass program get complimentary Flash pickup service and a reduced Flash delivery fee that is $2 per order.

The expansion of its online grocery services builds on Albertsons’ growing e-commerce sales. Albertsons saw digital sales increase 22% year-over-year in its first quarter of 2023, which ended June 17 — marking another quarter of e-commerce sales growth.

Flash is not Albertsons’ first foray into speedy delivery.

DoorDash and Albertsons rolled out 30-minute grocery delivery in February 2022. At the time, that express service was available from more than 300 Albertsons stores, offering a selection of more than 6,000 products like eggs, milk, produce and snacks.

Others in the grocery space have also turned to 30-minute e-commerce services in recent years. In May 2021, Instacart unveiled a 30-minute delivery service for grocers and has since rolled out 30-minute delivery with grocers such as Schnuck Markets, several Ahold Delhaize U.S. banners, Kroger and, most recently, Aldi.