Before there was Instacart, AmazonFresh, and FreshDirect, there was Peapod. Founded in 1989 as a service where customers could phone in their orders, the online grocer has grown to command a significant portion of the growing food delivery market—which is expected to reach $100 billion in sales by 2025, according to a recent report from Nielsen and FMI. Part of Peapod's promise is the financial backing of parent company Ahold Delhaize, which acquired it for $35 million in 2001. Along with using its own warehouses, Peapod can also tap into the supply chains of Ahold Delhaize's brick-and-mortar chains, like Stop & Shop and Food Lion.
"There are a lot of shiny new players right now that are doing what
we did in the first two years, but it's not sustainable and
inefficient," said Carrie Bienkowski, who joined Peapod as chief
marketing officer three years ago from eBay.. . . more