Instacart Express Rebrands as Instacart+, Announces New Features

The popular grocery delivery app Instacart is refreshing its branding. Today, it was announced that the subscription service known as Instacart Express would be renamed Instacart+. With that “plus” comes a couple of new features that could be beneficial to families using the service.

Similar to its predecessor, Instacart+ will offer members free delivery on orders of $35 or more, 5% credit back on eligible pick-up orders, and reduced service fees. As for what’s new, customers can now share their memberships with other members of their household via Family Accounts. Additionally, those with Family Accounts can utilize Family Carts to collaboratively add items to their shopping list. Despite the changes, Instacart+ will still come at the same previous cost: $9.99 per month or $99 per year if paid upfront.

With the switch to Instacart+, eligible Chase customers can once again claim an extended free trial. Those with the Chase Sapphire Reserve can try Instacart+ free for one year while Sapphire Preferred cardholders get six months free. Chase customers with the Freedom, Freedom Flex, Freedom Unlimited, Freedom Student, Slate, or Slate Edge can take advantage of a three-month free trial. To get started, customers can visit the Instacart’s Chase promotion site or just sign up for Instacart+ using their eligible card.

Announcing the rebrand, Instacart’s head of product Daniel Danker said, “With today’s launch, we’re making Instacart+ the most cost-effective way for families to buy groceries and essentials with Instacart, delivered in as fast as 30 minutes. In addition to free delivery on orders over $35, credit back on Pickup and reduced service fees, subscribers can now share Instacart+ with another person for free, and shop together to make ordering truly effortless.”

The launch of Instacart+ comes as the company continues to ride a wave of new interest that the pandemic brought, while also introducing new perks and partnerships. In recent months, the delivery service announced that Delta customers could earn bonus miles on orders by linking their SkyMiles accounts. Customers now earn 1 mile for every dollar spent on the app (minus taxes, tips, and fees) while Instacart+ customers can earn 1.5x miles. Elsewhere, Instacart has revealed plans to launch a co-branded credit card with Chase. That offering is expected to arrive sometime this year, although further details have yet to be announced.

Overall, while the Instacart+ product isn’t tremendously different from the former Instacart Express, it is likely a better name for the service. On the other hand, for families that have begun relying more on (or at lest grown accustomed to) grocery delivery, the new features that come with the launch could be very much welcomed. Of course, while Instacart is likely hoping that more customers splurge for delivery, pick-up is assuredly a more cost-effective option — although, even then, prices on the app may be higher than shoppers would spend in store. With all of these pros and cons, Instacart shoppers should at least consider the costs associated to determine whether or not the added convenience is worth it to them and their budget.


Jonathan Dyer

I'm a small town guy living in Los Angeles looking to make solid financial decisions. I write for a number of finance websites, including HuffingtonPost and Business2Community. I founded in 2015 to focus on personal finance and the emerging FinTech markets.

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