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The Post & Parcel reports that Ahold Delhaize-owned Food Lion is expanding its use of delivery service Instacart to deliver groceries in the Charlotte, North Carolina, market.

According to the story, "Food Lion has been piloting the service in the Charlotte area since May. The expansion – which adds six zip codes – has more than doubled the coverage area ... Food Lion also piloted Instacart in Raleigh, N.C., in June and continues to test the home delivery service in select zip codes in this area."

Keith Nicks, vice president of customer engagement at Food Lion, is quoted as saying, "“Food Lion is extremely pleased with the speedy delivery service Instacart has consistently offered our customers since its launch in May. As we work to expand our home delivery footprint, we’re excited more of our customers will be able to enjoy the convenience of fresh and affordable groceries at their doorstep."
KC's View:
My expectation might've been that Food Lion, now that Ahold and Delhaize have merged operations, would be more likely to focus on Peapod as an e-commerce offering. And I suppose that this could still happen, since the ink is barely dry on the final agreement.

It probably makes sense for Food Lion to try a number of different e-commerce and delivery options just to see what works, and gather as much intelligence as possible that can be used to craft a longer term strategy that the company owns ... rather than a tactic that it outsources to another company.