With the launch of the new Amazon Fresh Seattle Spotlight, home delivery program of foods is solving the dilemma of how to be successful in the last mile of home food delivery. They are pushing the envelope of online food shopping with upscale offerings from Seattles best restaurants.
Webvan was the first online grocer and failed miserably, for many reasons, and one was the cost of delivery, commonly referred to as "the last mile". Peapod seems to have figured it out although it is backed by Royal Ahold's USA division. Their US banners are Stop and Shop, Giant Carlisle and Giant-Landover.
Steve Johnson of Foodservice Solutions says Amazons new non-traditional fresh food venture, Seattle Spotlight is Bold, Brave, Branded. I see Foods Trends for 2013 and beyond are driven by Consumer Desires for Meal Solutions.
Read this 2 part series, first Amazon Fresh is Bold Rave and Branded along with the follow-up on How Amazon Finds Great Food Vendors and is Solving the Last Mile Delivery Problem.
Would you buy fresh foods from Amazon at premium prices?