Luxury Residential Buildings To Launch First In-Unit Grocery Delivery

New York Smash Magazine  

Instrata residences, a group of luxury rental buildings known for “resort-like” amenities, will launch the first-ever in-unit grocery delivery service in a New York City rental building on July 1.

Residents of the upscale high-rises, located in New York City neighborhoods Gramercy, Madison Square Park, midtown west and Brooklyn Heights, will have the ability to order same-day groceries from local stores online or via app, thanks to a partnership between Instrata Lifestyle Residences and Instacart.

“We observed the service at some of the world’s most luxurious hotels, and wanted to implement the amenity as a way to continue raising the bar in terms of convenience and luxury for our residents,” Rob Neiffer, a director of Invesco Real Estate, the sponsor of Instrata Lifestyle Residences, told New York Smash. “The perk didn’t result from any resident requests, as we try to always anticipate their needs and wants, and search for what we can provide next.”

By using Instacart’s app or Web site, residents can choose products from Whole Foods, Fairway and/or Costco.

According to an Instrata press release:

“If the resident is not at home, an authorized, insured Instrata staff member will receive the delivery and place the groceries in the unit – on the kitchen counter, refrigerator or freezer. Participating residents sign a permission-to-enter form.”

The minimum grocery order is $10, and delivery is available within-the-hour, in a two-hour window, or at a scheduled time. Delivery is priced from $3.99 to $9.99, and a $99 annual Instacart Express Membership provides unlimited free two-hour or scheduled deliveries.

The service will begin at Instrata Gramercy and Instrata NoMad on July 1, rolling out to Instrata at Mercedes House and Instrata Brooklyn Heights on Aug. 1, and then Instrata Pentagon City in Arlington, Va. on Sept. 1.