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Ahold Delhaize yesterday said that following a successful test at its Stop & Shop banner of an Instacart-powered 30-minute delivery program, it now will expand the initiative to all of the companies it owns - including Giant Food, Giant/Martin’s, Food Lion and Hannaford.

It was just two months ago that Ahold Delhaize-owned Stop & Shop and The Giant Company of Carlisle, Pennsylvania, signed deals with Instacart for express delivery programs.  In both cases, there were $10 minimum orders and a $2.99 delivery fees.

Kroger adopted virtually the same 30-minute Instacart program two weeks before Ahold Delhaize did.

KC's View:

Three questions.

One, as Instacart rolls this program out to more and more of its retail clients, to what degree will any of them have a differential advantage?

Two, is the real differential advantage going to Instacart, which increasingly positions itself to compete with traditional retailers, not serve their brands?

Three, are all of these companies confusing speed with frictionless?  I think they are … and I think that this means they are thinking tactically, not strategically.