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Hotel Business reports that Hawthorn Suites by Wyndham has “launched a pilot program with grocery delivery companies Peapod and Instacart to bring the supermarket to the hotel room.”

The goal, the story says, is for the extended stay chain to “provide value and convenience to guests,” beginning with facilities in Chicago, Philadelphia and Hartford.

But it isn’t just about delivering groceries. The story notes that Hawthorn Suites has its own in-room cooking program - dubbed Homemade @ Hawthorn - which provides residents with recipes and the equipment with which to make them. Now, the Peapod-Instacart program will also make the ingredients easily available as well.
KC's View:
This makes sense for all involved, and demonstrates the power of developing a network of alliances that can drive brand equity for everybody - especially when a chain like Hawthorn tries to provide a service beyond its traditional offering. It is becoming more than a source of a bed and a shower … but becomes a resources that sets it apart from the competition.