Responding to demand in the area, app-based grocery delivery service Shipt will expand into Chattanooga starting Dec. 30, officials said Wednesday.

“At the core of our business is the mission to simplify the lives of our customers,” Shiptfounder and CEO Bill Smith said in a prepared statement. “After our launch in Nashville earlier this year, we heard from many Chattanooga residents who would greatly benefit from the convenience of on-demand grocery delivery.”

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Shipt will deliver groceries from Publix to residents in Chattanooga and surrounding areas of Collegedale, East Brainerd, Signal Mountain, Lookout Mountain, Middle Valley and Red Bank.

Part of the draw to Chattanooga was the city’s tech-friendly nature, according to a company spokeswoman.

“We’re always looking for cities that embrace innovative services like ours,” the spokeswoman said via email. “Chattanooga is a bustling tech hub with a need for a service like Shipt to simplify their day-to-day lives.”

Customers use the app to pick from a full range of items available at local Publix stores.

The app allows customers to select specific items and include notes about preferences or substitutions.

There isn’t a limit to the quantity of items delivered, and orders can include fresh produce, meat and perishable items.

The company will hire hundreds of shoppers/delivery people to communicate closely with the customer to ensure complete, accurate fulfillment of each order, according to a news release.

Customers pay $99 for a yearly membership fee.But prior to the Dec. 30 launch, they can get a one-year membership for $49.

Members get unlimited free delivery for orders more than $35. There’s a $7 delivery fee on orders under $35.

Shipt prices vary from grocery store prices by an average of approximately $5 on a $35 order.

The company also offers sale items such as buy one, get one free items on a weekly basis.

Leaders said that Shipt’s app is user-friendly and has sections designed to simplify customers’ lives. For example, there’s a “dinner tonight” section that features a list of ingredients for quick, easy meals.

The company has also launched a gifting platform, allowing customers to gift a membership at

Shipt’s grocery delivery service spans across the country.For a full local coverage map, click here.