Instacart has a good chance because of Amazon. The brick and mortar stores are scared to death of amazon. They don’t have the logistics or tech expertise of Amazon. Nobody will download a Safeway app to shop only at Safeway. They need a neutral 3rd party like Instacart that allows customers to shop at Safeway, Whole Foods and every brick and mortar, and delivers the goods the same day.
Because brick and mortar stores need Instacart more than Instacart needs them, I suspect the stores pay Instacart good money to deliver the goods for them. From the podcast it sounds like that’s exactly what happens.