When Publix announced the decision to close its PublixDirect online grocery and home delivery service in August 2003, just two years after the service launched, then CEO Charlie Jenkins Jr. said, "Despite many loyal customers and dedicated associates, PublixDirect simply didn't have enough volume to continue this service."
Now, the grocery chain is back with a test of an online grocery service, but this one will only include curbside pickup.
"As we continue to provide our customers with the service they have grown to expect, we need to provide new and more advanced ways to meet the needs of their growing and changing families," said Maria Brous, director of media and community relations of Publix, in a press release. "Publix Curbside is a natural extension of our service commitment, especially for time-starved families."
The new service, which will be tested first in a store in the Atlanta market and then another in Tampa later this year, charges a $7.99 service fee after the first order, which is free.
"It is appealing to the mom with three kids all running in different directions," Brenda Reid, a spokesperson for the chain told The Atlanta Journal-Constitution. "It's a sign of the times. We're all extremely busy and trying to cut corners to gain a piece of life back."
Discussion Question: Will Publix Curbside be successful where PublixDirect was not?