The Friendship Heights WF, which offers this, is on Willard Ave. along with a whole string of what my mother calls "NORC's" That's "Naturally Occurring Retirement Communities" or buildings that aren't officially for seniors but are filled with lots of old folks.

My mom is a pretty typical resident. Affluent enough to shop at WF, active enough to walk to the store, but not up for carrying a whole load of groceries from her car in the basement to her 20th floor apartment. I could totally see her using this service. Ironically, I've tried to convince her to Peapod. She did it once following hip replacement when she really couldn't get to the store, but the idea of not getting out, seeing other people, squeezing her own melons, etc . . . turned her off. WF delivery seems like the perfect solution for her.

Very limited appeal.

The hardest part for me is getting to the store with my 2 kids and leaving before anyone has a meltdown. If the service doesn't save me a trip to the store, then it's pretty much not helpful to me.

At least with my two kids, I find that the part going through the aisles goes pretty well. The bad part always comes during the waiting in line, so this would help me.

I think it is great. Anything that reduces our dependence on cars is a plus.

I was also excited, then disappointed.... I moved from NY where we have Fresh Direct (pretty much the same thing as peapod). I had hoped this is what WF was doing. The hardest part for me is getting to the store with my 2 kids and leaving before anyone has a meltdown. If the service doesn't save me a trip to the store, then it's pretty much not helpful to me.

They need to do this!

Tesco: Homeplus Subway Virtual Store

This is great for non-drivers. Lots of people, young and not young, who live within the areas served by the Logan Circle and West End stores would appreciate this.

It also allows you to shop, say, on your lunchbreak or some other in-between time when you're not headed directly home.

I used similar services when I lived in a walk-up apartment in London with a toddler. Sometimes I just picked up a strollerfull, but other times I appreciated having the groceries meet me at home later that day.

OP, I hate you! (JK). But, when I saw your link I started breathing a bit faster with joyful anticipation to open a thread and learn that the moment I've been waiting for, whole foods delivery ala peapod, was coming.

Damn you! (shakes fist).

Dumb service. Whole Foods is so expensive that most folks only buy as much as they can carry anyway.

Yes- this is useful for people (like young people) who do not have cars.

That sounds awesome to me b/c I don't have a car. In this weather I'd have to shop after work and then drag it all home in a granny cart. And frozen stuff wouldn't stay frozen. I'm using mostly Peapod now b/c of the factors I've mentioned... don't want to sweat! Are they doing this in DC? That would probably be the market best served... 30% of DC residents don't have a car. I hope they'll do this at the Glover Park one!

In cities the elderly used to shop at a corner market and an errand boy would carry the groceries home and bring them up the steps. Maybe it's something like that.

Who on earth does this serve??

Is there a market for this? Well, maybe people without cars or people who need help with carrying groceries into their home.

I was really excited when I got a flyer from whole foods announcing their delivery service. But then I looked it up -- you still have to shop there as usual, but they'll deliver it instead of you driving it home. Doesnt save me a trip to the store at all. Disappointing.