Not free rides, offer a delivery service!

Peppers in the Produce Department, Whole Foods on Union Square, Manhattan, NYC.

From "New Downtown NYC Whole Foods to Offer Free Rides," in Progressive Grocer:

To celebrate its 192nd store nationwide and fourth location in New York City -- this time on the corner of Houston and the Bowery in Manhattan's Lower East Side -- Whole Foods is offering New York customers a zippy promotion: Shoppers who show up for the grand opening on Thursday, March 29, between 3 and 9pm will be offered a free ride home by Zipcar.

Cambridge, Mass.-based Zipcar, which bills itself as "the largest car-sharing company in North America" on its Web site, will ferry shoppers and their groceries anywhere in Manhattan below 42nd Street.

Urban grocery stores should provide delivery services to accommodate those without cars, or those who don't want to drive, or to schlep their groceries on public transit (or a bicycle).