It's not a bad idea but I think the problem lies in larger and more well-funded companies already moving on this. As was mentioned: Amazon and Safeway already are doing this to some extent.
Stop & Shop (not sure if everyone is familiar with them but they're a relatively large supermarket chain in the Northeastern USA) offer it as well- at least in some locations.
The idea is solid but I think the future of the service will lie more in the Supermarket themselves offering it rather than an independent service.
Before a ton of restaurants started delivering I would see companies sprout up from time to time that would offer to pick up food from local restaurants and deliver it to you for a small fee. I've seen less and less of that as more restaurants started offering free delivery.
The challenge lies, I think, in being able to offer the service at a price that's profitable to you but doesn't pass too high of a markup on to the customer. Take your example of 15%- That would mean that a $200 grocery bill (on the low end of the average weekly grocery bill in the USA) would net you $30. That $30 has to pay for the time it takes to go to the store, do the shopping, load the bags, deliver them, and the gas it takes to get everywhere. I'm not sure you could charge much more than a 15% markup before it gets to be restrictive so how much of that $30 is really profit? Not to mention that while that may be the average grocery bill there will be times when it's lower. You'd have to set a minimum of at least $100 I think.. so your share goes down to $15.00 in that scenario.
I'm sure the idea would be to have more than one order being filled at a time so it'd be volume-based and I'm sure you could probably make it work in certain areas but as more and more grocery stores start offering their own delivery services and with the increase in popularity of meals by mail (Blue Apron for example) I wouldn't put too much stock in the long-term future of the idea. At least in the way you're presenting it.
Last edited by MyLaunchKits; 13th December 2015 at 08:50 PM.