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They launched the grocery service and the related 30Minute Mall.com, an online delivery service, in Indianapolis last year. The mall service delivers goods from many restaurants and retailers to a customer's door. A: In the late 1980s and early 1990s, my father and I owned Holly Homes Supermarket, a call center for people to order groceries. When the weather was bad, our representatives couldn't get into the center to answer phone calls, so we found a way to route calls to their homes. Investors were interested in the way we were running the business, so we shelved the grocery business and started up a call center called Willow Corp., which also provided McDonald's delivery in Toronto. My father enjoyed the grocery business, so in 2001 we began to put it back in service. People were using broadband service to shop online, so we thought it was a great time to reintroduce that business. We began doing field trials in South Florida and had success with it, but we decided we would prove our concept in Indianapolis because it has four seasons. In 2004, we launched 30MinuteMall.com, and in August, GroceryNow.com.