{
 "company": "instacart",
 "as_of": "2026-10-16",
 "choices": [
  {
   "id": "instacart-p01",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Store-based picking",
   "statement": "Use local grocery stores as the inventory source for customer orders.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IC3"
   ]
  },
  {
   "id": "instacart-p02",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "One-hour delivery",
   "statement": "Offer one-hour, two-hour and same-day delivery windows.",
   "event_date": "2013-06",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IC17"
   ]
  },
  {
   "id": "instacart-p03",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Shopper selection",
   "statement": "Screen personal shoppers for responsibility and attention to grocery selection.",
   "event_date": "2013-06",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IC17"
   ]
  },
  {
   "id": "instacart-g01",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Whole Foods partnership",
   "statement": "Sign a partnership with Whole Foods.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC8"
   ]
  },
  {
   "id": "instacart-g02",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "First contract economics",
   "statement": "Accept a one-year Whole Foods deal to demonstrate the service despite poor economics.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IC2"
   ]
  },
  {
   "id": "instacart-g03",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Retail CEO outreach",
   "statement": "Pursue large retailer partnerships after Amazon announced its Whole Foods purchase.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IC2"
   ]
  },
  {
   "id": "instacart-g04",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Small-city expansion",
   "statement": "Expand into smaller cities required by national grocery partners.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IC2"
   ]
  },
  {
   "id": "instacart-g05",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Membership push",
   "statement": "Increase membership efforts as part of the response to Amazon buying Whole Foods.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "IC2"
   ]
  },
  {
   "id": "instacart-p04",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Shopper logistics app",
   "statement": "Build shopper dispatch, routing, batching and local supply-demand matching tools.",
   "event_date": "2018-10",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IC3"
   ]
  },
  {
   "id": "instacart-g06",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Brand advertising",
   "statement": "Offer advertising units and return-on-spend tools to grocery brands.",
   "event_date": "2018-10",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "IC3"
   ]
  },
  {
   "id": "instacart-g07",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Whole Foods exit",
   "statement": "Begin winding down in-store shopping operations at Whole Foods.",
   "event_date": "2018-12",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC8"
   ]
  },
  {
   "id": "instacart-p05",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Retailer storefronts",
   "statement": "Offer grocers technology for their own branded e-commerce storefronts.",
   "event_date": "2022-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC6"
   ]
  },
  {
   "id": "instacart-p06",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Carrot Insights",
   "statement": "Provide dashboards for order volumes, out-of-stocks and customer buying trends.",
   "event_date": "2022-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC6"
   ]
  },
  {
   "id": "instacart-p07",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Flexible fulfillment",
   "statement": "Offer fulfillment from stores or warehouses across multiple delivery windows.",
   "event_date": "2022-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC6"
   ]
  },
  {
   "id": "instacart-p08",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Carrot Warehouses",
   "statement": "Announce nano-fulfillment operations and ultrafast pilots for Publix.",
   "event_date": "2022-03",
   "date_precision": "month",
   "evidence_kind": "announced_plan",
   "sources": [
    "IC6"
   ]
  },
  {
   "id": "instacart-g08",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Retailer ad sharing",
   "statement": "Offer Carrot Ads with retailer revenue-sharing models.",
   "event_date": "2022-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC6"
   ]
  },
  {
   "id": "instacart-p09",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Inventory badges",
   "statement": "Display low-stock and many-in-stock badges to help customers choose items.",
   "event_date": "2023-07",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC7"
   ]
  },
  {
   "id": "instacart-p10",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Scarce-item request",
   "statement": "Offer a Request button for items with low predicted availability.",
   "event_date": "2023-07",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC7"
   ]
  },
  {
   "id": "instacart-p11",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Availability learning",
   "statement": "Use shopper found/not-found reports to inform inventory predictions.",
   "event_date": "2023-07",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC7"
   ]
  },
  {
   "id": "instacart-p12",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "SNAP payment",
   "statement": "Accept EBT SNAP payments through participating retailer banners.",
   "event_date": "2023-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC1"
   ]
  },
  {
   "id": "instacart-p13",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Caper carts",
   "statement": "Offer computer-vision shopping carts for use inside retailer stores.",
   "event_date": "2023-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC1"
   ]
  },
  {
   "id": "instacart-p14",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "FoodStorm",
   "statement": "Offer software for grocery order-ahead and catering.",
   "event_date": "2023-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC1"
   ]
  },
  {
   "id": "instacart-g09",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Subscription packaging",
   "statement": "Offer Instacart+ at $99 per year or $9.99 per month with fee benefits.",
   "event_date": "2023-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC1"
   ]
  },
  {
   "id": "instacart-g10",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Consumer acquisition",
   "statement": "Use paid marketing, customer promotions and organic word of mouth to acquire customers.",
   "event_date": "2023-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC1"
   ]
  },
  {
   "id": "instacart-g12",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Price parity",
   "statement": "Work with retailers to offer marketplace prices at parity with in-store prices.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC12"
   ]
  },
  {
   "id": "instacart-g13",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Loyalty integrations",
   "statement": "Deepen integrations with retailer loyalty programs and weekly flyers.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC12"
   ]
  },
  {
   "id": "instacart-g11",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "go_to_market",
   "dimension": "Uber advertising distribution",
   "statement": "Make Carrot Ads available for US grocery and retail advertisers on Uber Eats.",
   "event_date": "2025-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC14"
   ]
  },
  {
   "id": "instacart-p15",
   "business": "Grocery marketplace, retailer technology and advertising",
   "category": "product",
   "dimension": "Inventory acquisition",
   "statement": "Acquire Arpalus for grocery inventory intelligence technology.",
   "event_date": "2026-06",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "IC13"
   ]
  }
 ]
}