• Kroger Delivery Now is available on Kroger website and Instacart Marketplace
  • McMullen said the service is a “differentiated solution”
  • The initiative puts Kroger ahead of Walmart and Amazon delivery

Kroger collaborated with Instacart to deliver groceries to customers in as little as 30 minutes, placing the national grocery chain ahead of formidable competitors like Walmart and Amazon.

Kroger chairman and CEO Rodney McMullen said the service, Kroger Delivery Now, is “a differentiated solution” for the industry, not just for the grocery sector. He added that the service “addresses the importance of convenience and immediacy.” Previously the partners offered two-hour delivery service.

Instacart CEO Fidji Simo also said the nationwide offer is part of expanding its “long-time strategic partnership with Kroger.” Simo said the expanded offering from Instacart and Kroger is a show of Instacart’s commitment to meeting the “evolving” needs of customers.

Available through the Kroger website and added as a new Convenience Hub on Instacart’s Marketplace, Kroger Delivery Now promises convenient purchasing in most major cities in the United States that have 24/7 shopping. Members of Instacart Express get the highest priority in deliveries through the hub, Engadget reported. However, the prioritization is only for members whose purchases reach at least $10.

About two years ago, Kroger tested the possibility of a 30-minute delivery service. However, McMullen said the company experienced difficulties during the trial due to a shortage in staffers, the Wall Street Journal reported. With the Instacart collaboration, Kroger has improved its technology and delivery processes.

Kroger has also been stepping up investments in advanced delivery technology over the past few years, Fox News reported. The company has since made use of automated item distribution centers, as well as ghost kitchen dispatch, and drone testing.

Kroger The Kroger Co. logo is seen on a shopping bag at a supermarket in Peoria, Illinois, June 12, 2012. Photo: Daniel Acker/Bloomberg via Getty Images