Instacart grocery delivery service now serves Rome area


What if you need bread and milk, but the brutal winter elements make you want to shutter your doors and stay inside?

Or perhaps the latest cold spell that brought subzero temperatures has your locks frozen or your engine refusing to turn over?

Instacart, a company that specializes in delivering food to customers who place orders on their smart phone applications, says have no fear. More than 69,000 Rome area households can now have groceries delivered to their door in as little as an hour with its same-day grocery delivery service.

Instacart, at, expanded into the Rome market last month.

Area residents can now order from their retailers like Tops Friendly Markets, Price Chopper and CVS and PriceRite, and have their groceries and every-day essentials delivered straight to their doorsteps in as little as one hour, said Andrea Toch, of Colter Communications.

“Instacart received an overwhelming volume of requests for expansion into this region and is excited to now be delivering to the Rome area,” she said.

Service areas include: Rome, Lake Delta, Floyd, Chadwicks, Clark Mills, Kirkland, Clinton, Marcy, New Hartford, Washington Mills, New York Mills, Oriskany, Stittville, Westmoreland, Whitesboro, Walesville, Yorkville and Utica.

Instacart is also bringing income earning opportunities to the area with plans to bring on more than 100 new shoppers to fill orders. The business model uses private contractors to shop at area supermarkets and deliver to customers. It’s much like the arrangement Uber and Lyft have with their drivers.

“Over the past year we’ve seen incredible demand in the Rome area,” said Dave Osborne, senior regional director. “We work with a variety of local retailers to provide the freshest, highest quality groceries to our customers. Expansion into Rome gives us an opportunity to expand service in the New York market. We’re also excited to build a world class shopper community, where we can offer fun and flexible income earning opportunities for our shoppers, who ultimately deliver this amazing service to the community.”

The Instacart expansion brings more Tops Friendly Markets stores online, bringing the overall number of stores with the Instacart program to 111.

“We’re excited to bring the service to thousands of our valued customers,” said Edward Rick, director of consumer marketing and digital for Tops. “We’ve had such a positive response from customers on our initial launch that we are working diligently to bring the other communities we serve onto the program as quickly as possible.” 

How Instacart works

Customers go online to or open the Instacart mobile app on their iPhone or Android device, select their city/store, add items to a virtual cart, then choose a delivery window, including within one hour, within two hours, or up to five days in advance. Then they check out.

An Instacart shopper accepts the order on their smartphone. The shoppers visit the stores in person and hand-pick the items, then deliver them to customers.

For orders of $35 or more, the delivery fee is $5.99. Several customers also take the opportunity to save big over time by signing up for Instacart Express membership, which enables unlimited, free same-day delivery on orders of $35 or more, Osborne said. After a free trial period, Instacart Express membership is $14.99 a month or $149 a year.

First time users can also enter the code HEYROME, with an expiration of March 31, at checkout to get $20 off an order of $35 or more, plus a free first-time delivery.

New customers can open an account at For more information, visit .

Founded in San Francisco in 2012, Instacart has scaled to more than 190 markets and partnered with retailers across North America. Instacart says it offers customers a simple solution to save time and eat fresh food from trusted grocery brands.

“Instacart is the only grocery service that can meet today’s on-demand lifestyle by delivering in as little as one hour,” said Osborne.


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