A new delivery service is coming to Northeast Florida.

Instacart, a grocery delivery service founded in 2012 in San Francisco, launches on Thursday and will cover Jacksonville, St. Augustine, Orange Park, the Beaches and other areas of the First Coast.

Similar to other grocery delivery services that have launched in the area, Instacart provides delivery from Publix and ABC Liquors, but also can send shoppers to Whole Foods, Costco and Petco.

“We’re really excited to launch in Jacksonville,” said Nick Friedrich, general manager Instacart. “It’s been a long time coming.”

Instacart decided to open in this market following consumer demand and requests on its website to open service on the First Coast.

Those who want to use Instacart Express can get same day, one-hour deliveries from $99 a year or $14.99 per month, with a 14-day free trial. Once a member, consumers can use the Instacart app or website to shop at a store of their choice, selecting items that their shopper will pick up and deliver to them.

More than 50 shoppers have already been hired in the area, Friedrich said, with plans to ramp that up.

In addition to offering more stores who are retail partners with Instacart, Friedrich said there are some other aspects that set Instacart apart from other mobile app delivery companies. One of those is the speed with which groceries can be delivered — within an hour or two, rather than needing to wait for later that day.

Friedrich said the biggest differentiator is the way it focuses on not just the consumer, but it’s shoppers and retail partners.

“We have three customers we serve,” he said. “First and foremost the consumer, to whom we provide a great experience and new way for consumers to shop for groceries in Jacksonville. Then, we want to be the retailer’s best friend, extending their reach and service and products they offer. And third, our shopper community is a big focus. We have a great, vibrant shopper community and we offer flexible, competitive work and they can work when they want.”

Jacksonville will make it Instacart’s 33rd market.