Gopuff and Misfits Market launch fresh grocery service to enhance fast delivery and affordability

Gopuff, a leader in instant commerce, has partnered with Misfits Market to launch a Fresh Grocery service that promises delivery in as fast as 15 minutes. This new offering harnesses Gopuff’s efficient delivery model with Misfits Market’s unique sourcing approach to provide customers with an array of more than 300 fresh grocery items. These include fresh fruits, vegetables, dairy, poultry, meat, and bread. The partnership marks a significant step in both companies’ commitment to transforming the grocery delivery sector by making fresh, high-quality food more accessible and affordable.

Pilot Success and Customer Response:

Initial tests in select markets showed promising results, with one-quarter of all orders including Fresh Grocery items. The introduction of Fresh Grocery has led to a 20% increase in average basket sizes and a surge of over 50% in sales across produce, dairy, prepared foods, and meat categories. Currently available in most major metropolitan areas, plans are underway to expand these services to additional Gopuff micro-fulfillment centers.

Strategic Benefits and Future Growth:

Yakir Gola, co-founder and co-CEO of Gopuff, expressed enthusiasm about the new service, stating, “The addition of fresh grocery on top of Gopuff’s existing 5,000 everyday essentials brings us one step closer in achieving our mission of maximizing every moment in our customers’ lives and marks a transformative advancement for our customers.” The strategic partnership is designed not only to meet the growing consumer demand for quick and convenient grocery delivery but also to set new standards in the quality and speed of service.

Misfits Market’s Role and Vision:

Misfits Market, known for its commitment to reducing food waste and enhancing food accessibility, plays a crucial role in this partnership. By supplying Gopuff’s fulfillment centers nearly daily, Misfits Market ensures the freshness and affordability of the groceries delivered. Abhi Ramesh, Founder and CEO of Misfits Market, highlighted their shared vision, “Extending our food value supply chain to power Gopuff’s fresh grocery expansion gets us one step closer to our vision of reimagining the food system and eradicating food waste.”

Impact on Food Accessibility:

Gopuff’s expansion into Fresh Grocery is particularly significant given its operational footprint in food deserts—areas with limited access to affordable and nutritious food. In 2023, Gopuff completed over 4 million orders in such areas, underscoring its potential to significantly improve food accessibility. The company’s involvement in initiatives like the White House Challenge to End Hunger further demonstrates its commitment to combating food insecurity.

Community Contributions and Social Impact:

Both Gopuff and Misfits Market have a track record of substantial contributions to food banks and community programs. Over the past two years, Gopuff locations donated nearly 2 million pounds of food to the Feeding America network, and in 2023 alone, Misfits Market contributed nearly 6 million pounds of food to various food pantries.

The collaboration between Gopuff and Misfits Market is a milestone in the evolution of the grocery delivery services industry, setting a high bar for competitors. It not only enhances the customer experience through speed and convenience but also addresses crucial issues like food waste and accessibility, making it a model for future innovations in the sector.