Busy Pricing at Instacart

At Instacart, we talk to customers every day. Something we hear over and over is that our customers want Instacart to be more reliable during our busiest hours. As you may have noticed, there are times when there aren’t enough Shoppers to match the number of deliveries requested by our customers.

instacart-groceries-delivered-to-momToday, we’re launching a feature called Busy Pricing to improve our reliability. Our goal is to eliminate times when delivery is unavailable, so that Instacart is always reliable. If there are far more delivery requests than available Shoppers, Busy Pricing will add a small fee to the delivery cost. Busy Pricing only affects popular delivery times.

What you need to know about Busy Pricing:

  • You’ll see Busy Pricing when most customers want a delivery, like Sunday nights
  • Busy Pricing only applies to popular delivery times
  • Delivery times with Busy Pricing are clearly shown during checkout in orange
  • Busy Pricing starts at just $1 on top of our low delivery fees; the exact fee depends on how busy our Shoppers are
  • Avoid Busy Pricing by placing your order in advance
Busy Pricing in the Instacart app

We hope the effect of Busy Pricing is that many more delivery times are available for the people who need them the most.

Learn more about Busy Pricing

We want to hear from you. Please tell us what you think about Busy Pricing: happycustomers@instacart.com

Superlucky with SuperFresh

Today we have launched a trial partnership with A&P, one of the largest grocery chains in the Northeast! We already delivered a selection of items from A&P-owned SuperFresh – with this formal partnership in place, we will now deliver the full assortment of SuperFresh items including their delicious, large selection of natural products, international cuisines, prepared foods and private label items.

We will deliver SuperFresh to customers in our Philadelphia and Montgomery County zones, extending from Center City to the Philadelphia Main Line all the way to Malvern, Phoenixville and Blue Bell.

“We’re excited to pilot this new on-line shopping capability for our Philadelphia SuperFresh customers in partnership with Instacart to ensure customers have access to our full range of offerings for delivery,” said Nirup Krishnamurthy, Chief Strategy Officer at A&P.”

“Superfresh is a staple in the Philadelphia community, and has consistently been one of Instacart’s most popular options,” said Nilam Ganenthiran, Head of Business Development & Strategy for Instacart. “Given A&P’s large presence on the east coast, this partnership has the potential to be far reaching.”

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In the spirit of St. Patrick’s Day, we want to spread the good vibes all week long! Place an order with SuperFresh prior to 3/22 at 10PM EST or send us an email telling us you want to enter for a chance to win Instacart Express (free delivery) for a full year!

Order from SuperFresh email us by 3/22 at 10PM EST and you’ll automatically be entered to win.*

About A&P (owners of SuperFresh)

Since 1859, the simple letters “A&P” have stood as a trusted source of fresh, high-quality food for the family dinner table. Starting with our first store at the corner of Vesey and Church streets in New York City, The Great Atlantic & Pacific Tea Company continually strives to better meet the needs of families in all of the neighborhoods we serve.

Today, with 300 stores operating under the A&P, Food Basics, The Food Emporium, Pathmark, Superfresh and Waldbaum’s banners, we’re proud to be one of the largest grocery companies in the Northeast. Despite our size, we are still a local business, working with local growers, bakers and manufacturers. Our goal is to bring personal, top-notch service to the millions of people living in the diverse communities of the Northeast.


* Five Instacart Express memberships will be awarded among the entrants. Odds of winning depend on the number of entries received.

Instacart Reveals the 2015 Foodie Awards

In the spirit of celebrating this year’s Oscar nominations, predictions, winners and losers, we’ve created the 2015 Instacart Foodies to honor the nation’s changing palate and what’s hot and what’s not in food – with some surprising results.

The new food findings and trends uncovered in our research, have some… surprising results. Notably, some of the top foods searched in 2014! Cold-brew coffee took the lead followed by Crimini mushrooms, artisan marshmallows and the nemesis of grade-school children everywhere: Brussels sprouts.

Foods with surprising recent drops in momentum: Sriracha sauce, kale, quinoa, bacon, Greek yogurt and coconut water.

“Instacart has a marketplace of more than 50 grocery retailers in 15 cities, so we have deep insight into the changing American palate,” said Jaime Hennessey, head of growth partnerships and marketing at Instacart. “We used our ‘insider’s view’ to analyze emerging food trends, including the rise of artisan foods like Himalayan pink salt and cold brew coffee. But there were a few surprises as well.”

“The popularity of Brussels sprouts was unexpected,” continued Instacart operations manager Bill Babeaux. “Equally surprising was the apparent decline of popular foods like Sriracha and Greek yogurt. It seems they may have reached their peak.”

Are your favorite foods on the hot or not list for 2015? 

Instacart Infographic

Just in Time for Valentine’s Day, We’ve Added Natural Grocers in Portland to Offer Grocery Delivery

Exciting update! As of mid-March, we are also delivering from our partner, Natural Grocers in Denver! 

We’ve partnered with Natural Grocers to provide grocery delivery in Portland! Natural Grocers will be our fifth Portland-area grocery store offering delivery service through Instacart, which will deliver to residents and businesses in Hillsboro, Beaverton, Tigard, Tualatin, Lake Oswego and Downtown Portland from Natural Grocers’ Beaverton store.

Get the perfect ingredients for a romantic and healthy Valentine’s Day feast, you can choose from the full selection of Natural Grocers’ local, natural and organic products on the Instacart marketplace. In addition to offering only USDA Certified Organic fresh produce, and natural and organic meat and grocery items, you’ll find a large selection of vitamins and supplements.

“Our customers trust us to only source products that meet the highest health, safety and environmental responsibility standards,” said Kemper Isely, co-president of Natural Grocers. “By partnering with Instacart, we can offer Portland-area residents the same great selection, with the added convenience of same-day delivery straight to their home or office – which is especially valuable to those who are busy and don’t have time to make it into our store.”


“Instacart and Natural Grocers are both committed to providing the highest quality products and superior service,” said Nilam Garenthiran, head of business development and strategy, Instacart. “Given Natural Grocers’ unique selection of healthy living items, it’s exactly the type of store our customers have been wanting to see in the Portland area. For this reason and more, we’re excited to add Natural Grocers to the Instacart marketplace.”

About Natural Grocers by Vitamin Cottage

Founded in Colorado by Margaret and Philip Isely in 1955, and celebrating its 60th business anniversary, Natural Grocers (NYSE: NGVC) was built on the premise that consumers should have access to affordable, high-quality foods and dietary supplements, along with nutrition knowledge to help them support their own health. The family-run store has since grown into a successful national chain with locations across Arizona, Colorado, Idaho, Kansas, Missouri, Montana, Nebraska, Nevada, New Mexico, Oklahoma, Oregon, Texas, Utah, Washington and Wyoming, employing over 2,000 people.  Although the company went public in July 2012, Isely family members continue to manage the company day to day, building on the foundation of their parents’ business. Natural Grocers’ popularity and success can be traced back to its founding principles: dedication to providing science-based nutrition education, exceptional customer service, the highest quality natural and organic products at affordable prices, supporting their communities and providing great jobs with excellent benefits and a living wage to their employees.

Welcome Austin-based Tomlinson’s Pet Supplies to the Instacart Family!

Today, we’ve partnered with Austin’s Tomlinson’s Pet Supplies! This is the first time the pet store has offered delivery service of any kind.

Tomlinson’s Pet Supplies is a longtime local favorite – with nine locations in Austin and the surrounding areas. The items available for delivery include a curated selection of food, treats, toys and essentials for customers’ favorite furry friends, making pampering your pets as simple as having groceries delivered right to your door.


For every order placed during the month of February, Tomlinson’s and Instacart will each donate one dollar to Austin Pets Alive, a non-profit pet rescue and adoption organization that has saved more 25,000 Austin dogs and cats since 2008.

“We want to make it as easy as possible to find and feed your pet the healthiest food available,” said Scott Click, Owner of Tomlinson’s. “Many of the healthy foods we carry aren’t found in big box stores or online, so Instacart is providing our customers with a great way to get local, natural pet products without sacrificing convenience.”

Initial delivery hours will be Monday – Saturday from 11:00 AM–7:00 PM and Sunday from 12:00 PM to–6:00 PM to the Austin and Round Rock areas.

“Tomlinson’s has built a loyal following in the community with its unique, hard-to-find products and passionate focus on both pet and pet owner alike,” said Instacart Austin City Manager Zack Leonard. “We’re thrilled that now, with this partnership, Austinites and their pets will get their food and supplies with the same ease of grocery delivery.”

About Tomlinson’s Pet Supplies

Tomlinson’s is your local store for natural, healthy pet products in Austin and the Central Texas region. Opened in 1946, Tomlinson’s offers healthy, natural pet products with team members trained in animal nutrition and world-class customer service.

We’ve Partnered With Brooklyn’s Local Favorite, The Greene Grape

We’ve partnered with Brooklyn’s The Greene Grape to provide one-hour delivery of the store’s curated assortment of local food products to its customers. Your favorite Greene Grape grocery items available for delivery will include their wide variety of fresh, local and ethically sourced foods such as artisanal cheeses, meats and produce.

To get The Greene Grape groceries delivered by Instacart, customers must be based in our designated Brooklyn Zone, which reaches as far south as Bay Ridge, and extends nearly as north as the Long Island Expressway.

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“We’re thrilled that this Instacart partnership will now enable us to expand the reach of the local farms we carry,” said Owner, Amy Bennett. “We think of it as another kind of CSA – convenient supported agriculture.”

“Our customers love shopping locally and will certainly value the fantastic selection of high quality sustainable foods The Greene Grape offers,” said Instacart New York City Manager Avital Sterngold. “Including Greene Grape, we now deliver from five stores in the Brooklyn area, and plan on hiring more Personal Shoppers to support this tremendous growth.”

For a full map of Instacart’s Brooklyn coverage, visit https://www.instacart.com/locations/brooklyn.

About Greene Grape

The Greene Grape began in 2004 with a small wine store in Fort Greene dedicated to small production wine in an affordable price range. In 2008 we opened Greene Grape Provisions in Fort Greene featuring the highest quality, freshest most sustainable food available, as locally sourced as possible. Our seafood counter features fresh selections chosen with an eye towards sustainable fishing. Our butcher counter features grass fed beef, pork and lamb from local New York farms. The cheese counter is quickly approaching 300 different cheeses from all over the world! Add to this our dairy, organic & local produce and grocery and you have one stop shopping for all your cooking needs.