Overall it is a challenge for a parent though, so I'm not convinced that many won't just stay at home and order food from an app with the kids watching TV.
I guess most people using the service order groceries at the office and pick them up on the drive home.
I'm not in their target demo because I don't have kids and my life isn't that busy, but i've been surprised at how busy the designated parking spots seem to be whenever I go to one of their stores. I've just checked their website and there are no fees for using their service as long as you spend $30.
You become much more financially responsible and less likely to pay for luxury services (for yourself) like HBO, Spotify, Netflix, Gym membership, high lease car payment etc after you have kids.