WEST DES MOINES, Iowa — Hy-Vee is betting that speed will keep grocery shoppers loyal, announcing Tuesday that online orders can now be fulfilled in as fast as 30 minutes at all of its stores.
The Midwest grocery chain's expedited service gives online shoppers two options: in-store pickup with no minimum order requirement, or home delivery for a $4.95 fee. Pickup is free for members of Hy-Vee's PERKS Plus loyalty program. Customers select the option by clicking "Get it faster" during online checkout.
"Hy-Vee is committed to finding new ways to make our customers' lives easier and happier," said Dan Gubbins, the company's vice president of e-commerce, in a statement. "By offering online pickup and delivery orders in as fast as 30 minutes, we're giving busy customers back valuable time in their day so they don't have to worry about waiting for their groceries or other essentials."
The move places Hy-Vee alongside a growing field of grocers and delivery platforms racing to shrink fulfillment windows, as rapid-delivery services have reshaped customer expectations around how quickly an online grocery order should show up.
The company is pairing the faster delivery option with an existing promotion: online orders of $75 or more qualify for free delivery, a discount applied automatically at checkout through Sept. 6.
Hy-Vee operates more than 300 stores across the Midwest, including supermarkets, drugstores, and convenience stores.
