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Instacart CEO Chris Rogers Targets Lower Markups to Grow Online Grocery
Instacart CEO Chris Rogers says reducing online markups, adding loyalty perks and offering cheaper delivery options are central to driving more online grocery growth. Speaking at the Groceryshop conference in Las Vegas this week, Rogers outlined a strategy to remove cost barriers for weekly grocery hauls.
Instacart chief executive Chris Rogers used his appearance at the Groceryshop conference in Las Vegas this week to lay out a value-focused strategy aimed at breaking down the cost barriers that keep consumers from ordering full weekly grocery hauls online.
Since taking the CEO role in August 2025, Rogers said price accessibility has been his top priority. The company is working closely with retail partners to reduce markups on Instacart items that cost significantly less in a physical store.
Rogers described the pitch to retailers as a way to free up savings that can be redirected toward on-shelf affordability, loyalty programs or consumer marketing.
Instacart also wants to shed its reputation as just a delivery app and position itself more as a full-stack operating system for grocery. The company is betting that cheaper delivery options and loyalty perks will help convert and retain price-sensitive shoppers.
The effort comes as user expectations for personalized, cost-conscious grocery shopping continue to rise, leaving Instacart to balance time-saving convenience with everyday value.