When Fidji Simo took over as chief executive of Instacart in 2021, the grocery delivery start-up’s growth was cratering as its pandemic boom ebbed.
Ms. Simo, a former executive at Meta with experience in advertising, played to her strengths.
She also hatched a plan to sell software tools and other products to grocery companies to help improve shopping experiences, they said.
Then she embarked on a good-will tour to visit the grocery companies and hosted their executives at her home in Carmel, Calif.As Instacart prepares to go public next week, it is a markedly different company.
Envisioned in 2012 as a service that matched people at home with contract workers who would shop for them and deliver groceries, it has increasingly focused on advertising and software products as its delivery business has slowed.
Persons:
Fidji Simo, Simo, Brands, Instacart
Organizations:
Meta
Locations:
Carmel , Calif