another part of me thinks this model can't scale.
It scales just fine if you are in tightly laid out cities. Like in the UK or NY: http://www.peapod.com/
It scales just fine if you are in tightly laid out cities. Like in the UK or NY: http://www.peapod.com/
Minimum order is $60 and the delivery fee is $10 although you get discounts for filling in empty timeline spots or booking in advance. It's not same day but you can get very early next day. It's a real lifesaver if you can't get out of the house for some reason, like kids or disability.