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1989 Andrew and Thomas Parkinson pioneer the online grocery delivery concept, establishing Peapod in Evanston, Ill. Combining backgrounds in consumer product marketing (Andrew was a brand manager with Procter & Gamble and Kraft) and technology expertise (Thomas was the founder of a software company), the brothers establish Peapod as a lifestyle solution for busy families> 1990 Peapod partners with Chicago-area Jewel Food Stores to fulfill orders. Peapod begins test marketing to about 400 households in Evanston, Ill. The company provides software and modems for customers who have to dial-in directly to the Peapod shopping system. During the early days, Andrew, Thomas and their families do the picking and packing-making deliveries with their own cars 1991 With Evanston, Ill., proving a success, Peapod expands its service to the surrounding suburbs and Chicago 1993 Peapod launches service in San Francisco with Safeway 1995 Peapod launches its first advertising campaign; the company gains 4,600 members. (Until this time, Peapod built its customer base largely through word of mouth.) Peapod initiates service in Columbus, Ohio with The Kroger Company 1996 Peapod reaches a customer base of 43,200 Peapod partners with Stop & Shop to offer "Peapod by Stop & Shop" in the Boston metro area Peapod joins the Internet, launching its own Web site: www.peapod.com Inc. magazine names Peapod to the "Inc. 500" ranking of the fastest-growing U.S. private companies 1997 Peapod opens the first Stop & Shop wareroom in Watertown, Mass., just outside Boston. In June, Peapod completes a successful initial public offering listing its shares on the NASDAQ 1998 Peapod initiates service in Long Island, N.Y., with Stop & Shop, and in Texas with Randalls and Tom Thumb. In July, Peapod delivers its 1 millionth order, to a customer in Chicago 1999 After growing business in the Chicago market, Peapod pursues a centralized distribution model: moving from 12 store locations to one dedicated warehouse outside Chicago, in Niles, Ill. 2000 In June, Royal Ahold takes a 51 percent ownership Peapod names current president and CEO Marc van Gelder. Van Gelder joins the company from Stop & Shop, a subsidiary of Royal Ahold. Peapod initiates service in Norwalk, Conn. with Stop & Shop. |
In September 2000, Peapod acquires Streamline.com operations in Chicago and Washington, DC. In November, Peapod partners with Giant Food (a Royal Ahold subsidiary) to launch "Peapod by Giant" in the Washington, DC, metro area. 2001 Peapod begins servicing communities in Virginia and Maryland, partnering with Giant Food. In August, Royal Ahold buys the remaining shares of Peapod, establishing the Internet grocer as a wholly-owned subsidiary of the international food retailing and foodservice company. Peapod pursues a bricks-and-clicks strategy, engaging in exclusive relationships with Ahold U.S.A. grocers--Stop & Shop and Giant Food--and planning growth in markets where these grocers have a presence. Peapod replaces its Niles, Ill., warehouse with a new 75,000-square foot, climate-controlled distribution center (a former Streamline.com facility) in Lake Zurich, Ill. 2002 Peapod by Stop & Shop expands service to Cape Cod, Mass. Peapod continues to grow revenues 20% despite having closed 5 markets not strategic to Ahold (Columbus, Dallas, Houston, Austin and San Francisco). 2003 Peapod achieves profitability in four out of five markets. In April, Peapod introduces service in Hartford, Conn., with Stop & Shop. In July, Peapod delivers its 5 millionth order, to a customer in Chicago. In October, Peapod initiates service in New Haven, Conn. with Stop & Shop. 2004 In April, Peapod introduces service in Rhode Island with Stop & Shop. In July, Peapod introduces service in Mt. Vernon, NY with Stop & Shop. In August, Peapod introduces service in Baltimore with Giant. In September, Peapod introduces service in Cromwell, CT. with Stop & Shop. Peapod names Andrew Parkinson as President and General Manager. Parkinson is the company founder and past CFO. In December, Peapod introduces service in Watchung, NJ with Stop & Shop. 2005 In April, Peapod introduces service in Milwaukee, Wisconsin. In August, Peapod introduces service in Danbury, CT with Stop & Shop. In November, Peapod introduces service in Wanaque, NJ with Stop & Shop. In November, Peapod introduces service in Somerset, NJ with Stop & Shop. 2006 In March, Peapod introduces service in Medford, NY with Stop & Shop |
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