Empire Company Limited, the parent company of Sobeys, has recently announced strategic partnerships with both Instacart and Uber Eats as part of its effort to enhance its online grocery delivery services. These partnerships aim to bolster Empire’s existing Voilà platform, which provides online home delivery for groceries. As a result of these new collaborations, users of Instacart and Uber Eats will now have the opportunity to shop from Empire’s diverse range of banner stores directly through their respective apps. Initially, the rollout will take place in Ontario, with plans to expand these offerings across Canada, enabling a broader reach for Empire’s grocery brands.
Starting in Ontario, the partnership will include prominent Empire brands such as Sobeys, FreshCo, Farm Boy, and Longo’s, expanding the grocery delivery options available to users. Instacart will add over 250 Empire stores in Ontario to its platform, facilitating improved access to fresh produce and grocery needs for local shoppers. This move follows a recent announcement from Instacart and Uber Eats regarding their optimized services, which saw the integration of thousands of Uber Eats restaurants into Instacart’s app. This strategic collaboration demonstrates an innovative approach to grocery shopping by blending essential food items with restaurant offerings under the convenience of one app interface.
Empire’s initiation into the Instacart marketplace signifies its position as a key player in Canada’s online grocery retail landscape. By partnering with Instacart, Empire joins the ranks of Canada’s top five grocers already affiliated with the platform, thus expanding its delivery service to a vast network of over 6,000 locations spread throughout all ten provinces. This partnership not only enhances consumer access to Empire’s offerings but also strategically aligns the company with evolving consumer behaviors favoring online shopping and quick delivery services.
Delivering to approximately 90% of Canadian households, Empire’s collaboration with Instacart and Uber Eats represents a significant step in its growth trajectory. The initiatives aim to meet the increasing demand for e-commerce solutions that prioritize convenience and efficiency in grocery shopping, especially in the wake of the ongoing shifts in consumer shopping habits prompted by the pandemic. Doug Nathanson, Empire’s chief development officer, expressed the company’s enthusiasm for expanding its e-commerce offerings, indicating a strong commitment to market growth and the enhancement of customer experience with the addition of these partnerships.
Moreover, the integration of Empire’s various banner stores into the Instacart and Uber Eats platforms illustrates a broader trend in the grocery retail sector, where traditional shopping experiences are increasingly being complemented or replaced by digital solutions. This evolution reflects a growing necessity for grocers to adapt to new consumer expectations for convenience, speed, and accessibility in their shopping experiences. Empire’s proactive approach in leveraging technology through these partnerships likely positions it well within the competitive grocery delivery market.
In conclusion, the partnerships between Empire Company Limited, Instacart, and Uber Eats highlight a significant advancement in online grocery retailing, offering consumers in Ontario and beyond a more seamless shopping experience. As the grocery sector continues to embrace digital transformation, these collaborations will not only enhance Empire’s reach but also offer a comprehensive range of choices for consumers looking for both grocery items and restaurant meals. With the ability to connect with a wider audience, Empire is strategically poised to take advantage of the ongoing growth in e-commerce while addressing the changing dynamics of consumer shopping preferences.
