The service was introduced as part of a company-wide initiative to expand online ordering and pickup across Fareway’s seven-state footprint, according to Belmond Fareway Manager Brian Wetlz. Since then, it has been well received by local customers and continues to grow steadily each year.
Fareway's online ordering has become many customers' preferred shopping method, Wetlz said. “It allows us to better serve people in our community who have busy schedules or may have difficulty getting into the store during regular hours.”
Pickup usage in Belmond closely mirrors in-store shopping patterns, with the busiest times typically occurring in the late afternoon and early evening. Wetlz said the 3 to 6 p.m. window fills up quickly, especially on weekdays, as families and working individuals plan their grocery pickups around their schedules.
The service is used by a wide range of customers, including families, working professionals, and seniors. Many shoppers combine curbside pickup with traditional in-store visits, depending on their needs at the time.
“There really isn’t just one type of customer who uses it,” Wetlz said. “A lot of people mix curbside pickup with in-store shopping. It gives them flexibility.”
Online orders tend to be larger, stock-up style trips focused on staple grocery items, rather than quick purchases. Wetlz noted that popular online items are largely the same products customers buy in the store.
To support the service, the Belmond Fareway team created a dedicated staging area where orders are stored until pickup. Items are bagged and kept in temperature-controlled storage to ensure food stays cold and safe until customers arrive.
Offering online ordering has also changed daily operations behind the scenes. The store schedules dedicated staff members whose primary responsibility is filling online orders, with additional team members cross-trained to step in when demand increases. Wetlz said the service has led to some additional hiring and created new roles within the store.
From a management perspective, Wetlz said the biggest benefit is being able to meet customers where they are.
“People can shop even when we’re not open and then choose a pickup time that works best for them,” he said. “It makes grocery shopping easier, especially for families with small children or those juggling busy schedules.”
Customer feedback has been overwhelmingly positive, with shoppers praising the simplicity of the platform and the care taken in filling orders. If an item is out of stock, customers receive a text message and can select a substitution, giving them control over their order.
Wetlz expects online ordering and pickup to continue growing as it becomes more mainstream. “We’ve seen growth every quarter,” he said. “It’s a service that really fits the needs of a community like Belmond.”
Fareway’s pickup service is available through the store’s e-commerce ordering platform, which allows customers to place their order anytime, edit orders up to 30 minutes before pickup, and select their designated pick up time. The service is offered at all Fareway locations.
Wetlz also emphasized the ease of using Fareway’s online ordering platform, which he described as user-friendly and designed to make the process simple for customers of all experience levels. Orders can be placed through the store’s website at shop.fareway.com.
For those who are new to online ordering or unsure how to get started, Wetlz said Fareway employees are always happy to help walk customers through the process and answer questions.