One interesting counter to Instacart are services like grocerkey (http://www.grocerkey.com/ http://www.grocerkey.com/) that exist as whitelabel instacart's for

One interesting counter to Instacart are services like grocerkey (http://www.grocerkey.com/ http://www.grocerkey.com/) that exist as whitelabel instacart's for stores. That local chain that everyone knows probably doesn't want to send all their customers to instacart if they don't have to. I'm not sold on Instacart being something people use outside of a few major cities, but maybe that's enough for them.