Publix Set to Expand Brand Online

New York–Flying in the face of numerous recent online shopping failures, Publix Super Markets says that it is scheduled to go live with its e-grocery service, PublixDirect, the first week of September. The Lakeland, Fla.-based supermarket chain, which has been testing its online grocery mechanics for several months, will serve South Florida shoppers out of a Pompano Beach warehouse. PublixDirect also is preparing to unveil service in Orlando and Atlanta.

Publix, one of the top ten supermarket chains in America, hopes not to repeat the financial and logistical e-shopping crashes incurred by its grocery rivals.

“We’ll expand as rapidly as possible,” said PublixDirect president Tom O’Connor. “We think there’s a demand out there among our customers. This is our chance to validate the market.”

Advertising plans for the launch have not been announced.