Instacart Launches in Boulder

Instacart has added Boulder, Colo., to its lineup of metro areas. Customers can order from Costco (no membership required), King Soopers and Whole Foods Market with delivery within an hour. Additional stores will be added within the next few weeks. The online grocery delivery service is using 25 to 30 personal shoppers to serve the Boulder community.

"Giving Boulder residents an option to receive their groceries within one hour ensures they don't have to slow down -- or change their lifestyle in any way," said Apoorva Mehta, Instacart founder and CEO. "We're looking forward to introducing Instacart to the citizens of Boulder."

The Boulder metro area includes Lafayette and Louisville and is the first sub-tier city for Instacart. The company launched in Denver in June 2014, and recently announced it is adding Whole Foods to its lineup of Denver supermarkets, which includes Costco, King Soopers and Safeway. A map of the coverage area can be found on Instacart’s website.

Instacart, which started in San Francisco, plans to serve 20 metro areas by year’s end with continued growth in 2015, according to Maxx Freedman, Instacart city launcher.