Instacart, Now $400 Million Richer, Tries to Be Thrifty
Whole Foods Market Inc. signage is displayed on a shopping cart as customers browse the prepared foods section of the new store in downtown Los Angeles, California, U.S., on Monday, Nov. 9, 2015. Located beneath the recently opened Eighth & Grand residences, the 41,000-square-foot store features a juice bar, fresh poke, expanded vegan options in all departments, a coffee bar (with cold brew on tap), more than 1,000 hand-picked wines, home delivery via Instacart and bar-restaurant The Eight Bar.
Photographer: Patrick T. Fallon/BloombergApoorva Mehta is thinking a lot about bottle deposits. Recycling fees vary by state and container size, but until recently, Mehta’s online grocery delivery startup Instacart Inc. hadn’t paid much attention to what it was charging customers purchasing soda or beer. Then they did the math and discovered that this oversight was costing the company on average 35 cents a delivery.
Instacart now charges the correct amount for bottle deposits. In the last year, it made a similar adjustment to how it accounts for local sales taxes, which has saved another 20 cents per delivery, according to the company. The penny-pinching is part of a new strategy designed to show investors that Instacart can rise above the pile of on-demand startups that have bled venture capital.