Americans, it turns out, have a love-hate relationship with grocery shopping. They love well-stocked supermarkets but a growing number are willing to pay to avoid actually shopping in one.
Grocery delivery company Instacart’s expansion into Indianapolis plays on that relationship. The San Francisco-based tech company enters the Indianapolis market today with 70 hired personal shoppers and a contracted fleet of drivers.
Instacart’s initial delivery area will be some of the most upscale neighborhoods in the city — Downtown, much of the Northside and Carmel. It will face competition from two Internet-based delivery companies already in the market, industry pioneer Peapod and locally based Green Bean Delivery.
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