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Publix announced that it is expanding its grocery delivery service - outsourced to a startup called Shipt, which started out making deliveries for Target, Best Buy and Home Depot - to the Atlanta market.

The company previously delivered to Publix customers in three Florida cities, as well as to kroger customers in select other markets.

Shipt notes on its website that "delivery is free for members on orders over $35. Smaller orders are welcome, but a $7 delivery fee will be added to help cover the costs of shopping and delivery. We never charge our members any additional fees."

Shipt says it hopes to be 100 cities by 2018.
KC's View:
It sounds like Shipt is being more focused in targeting food retailers ... and if it is able to live up to consumer expectations, maybe this will work. But Publix has to keep in mind that if Shipt happens, it'll be Publix, not the delivery firm that it outsourced the business to, that will be culpable.