Taking on quick-service restaurants, Publix is testing an deli online ordering/pick up system. The free service debuted in August at its Lakeland, FL store and was expanded in October to 50 additional stores.
Customers place orders online or via mobile devices by visiting www.publix.com/order. Once on the site, shoppers choose their customized sub or wrap, specify a pickup time and proceed with order placement. An order pickup number is provided on the customer's final order summary and e-mailed for verification.
Orders are held in a designated spot in the deli department identified with an "Online Easy Pickup" sign. Payment is tendered at the time of pickup.
Tailored to smartphone users, the system prompts customers to save order selections to their "Favorites" for future re-ordering convenience. Before the service, customers could phone or fax in their orders. The online option catches up to Chipotle, Five Guys and other fast food chains that have rolled out online ordering smart phone apps but also addresses the problem of long wait times at many deli departments, particularly at lunch time.
"Publix Deli Online Easy Ordering is a natural extension of our service commitment, especially for our on-the-go customers," said Maria Brous, Publix director of media and community relations, in a statement.
The test is reportedly going to cities that include Tampa, Jacksonville, Miami and St. Augustine.
"A lot of other players in the grocery industry will be watching to see how this works out," John Fleming, director of communications for the Florida Retail Federation, told the St. Augustine Record. "It really is an example of a grocery store competing like a quick-service restaurant."
