Peapod pays generously for the workers' time. Bernard, like all Peapod workers, is a full-time employee who benefits from health care and other benefits. the company has hitherto avoided the model of subcontractor employed by delivery services like Instacart and Uber Eats.

Today, the markets where Peapod is profitable are the densest, like New York. Even Amazon has difficulties in the suburban markets, announcing last year the suspension of its Amazon Fresh delivery service in the regions of New Jersey, Pennsylvania and Maryland, while maintaining this service in cities like New York, Chicago and Boston.

Grocery stores are stuck in a difficult situation right now. They face the challenges of large retailers such as Walmart and Target, who have begun offering fresh and fresh produce, and discount chains such as Aldi and Lidl, which have recently started to open stores in the United States. United. Today, as Amazon enters the markets more and more, it also forces grocery stores to offer delivery services, even if they are going to lose money. If they do not, customers can go elsewhere. Amazon uses its considerable financial resources to offer prices lower than those of its competitors, thus taking up the pages of other technological companies like Uber, who first tried to conquer the market, then to win the company. 39; money.

Some supermarkets have tried to come up with less expensive alternatives to grocery delivery to make it easier for consumers to buy. Walmart, Kroger, Safeway and a number of other stores offer "click and collect", for example, which allows consumers to order their shopping online, and then go to the store and pick them up. According to Nielsen data, Click-and-collect accounts for nearly half of online grocery store sales, up 18% in 2016. Amazon covers both of these bases: In addition to its delivery options, the company has opened Go stores in Seattle, Chicago and San Francisco, which allow customers to enter, select items and go out without waiting online to pay.

But ubiquity remains the holy grail of race delivery, and all stores know it. They offer rebates and offers that allow customers to subscribe to delivery services, reducing margins. Most online grocery delivery services offer free delivery on a customer's first order, for example. According to Elley Symmes, a senior analyst with Kantar Consulting's grocery team, the main reason many customers are getting groceries is because they have been encouraged to do so. But when these promotions disappear, customers also. "Delivery costs continue to be a barrier to entry," said Symmes.

To be able to offer these incentives without going bankrupt, some supermarkets associate with brands to subsidize delivery costs. Colgate can offer free shipping if a customer buys a number of Colgate products, for example.