Chris Rogers Named Instacart CEO as Fidji Simo Departs for Key Role at OpenAI

In a high-profile leadership shakeup, Instacart has named Chris Rogers as its new Chief Executive Officer, succeeding Fidji Simo, who is set to join OpenAI as its Head of Applications. The transition will take effect on August 15, with Simo continuing as Chair of the Board to ensure a smooth handover.

Rogers, who joined the grocery tech firm in 2019 after an 11-year stint at Apple, currently serves as Instacart’s Chief Business Officer. He has been instrumental in scaling the company’s commercial operations, managing partnerships, advertising, and expansion into retail tech and health initiatives. His appointment signals a strategic continuity — but also raises new questions about the company’s direction as it navigates mounting industry pressure.

“Instacart sits at the center of how people shop, eat, and care for their families,” Rogers said. “We’re transforming the future of grocery shopping, and I’m honored to lead this next chapter with our world-class team and partners.”

Simo, who led Instacart through its 2023 IPO and helped the company transition from a pandemic-era delivery service to a multi-faceted retail tech platform, praised Rogers as the right leader for Instacart’s future. Under her leadership, Instacart expanded beyond delivery to embrace in-store technology, retail media, and AI-driven innovation. Her new role at OpenAI suggests she remains at the forefront of the technology conversation, now shifting her focus toward scaling AI applications globally.

Despite its transformation, Instacart faces a pivotal moment. Industry analysts point to growing tension between the platform and grocery retailers who now view the company as both a technology partner and a data competitor. David Croushore of AlixPartners noted, “Instacart’s model as a middleman is reaching its limits. Retailers are questioning whether to partner or compete.” He suggests that the leadership change could be a signal that the company may need to pivot — either doubling down as a tech enabler or becoming a direct-to-consumer retailer itself.

The competitive landscape is heating up, with rivals like DoorDash and Uber aggressively expanding their grocery delivery operations. Meanwhile, Instacart’s push into health, retail media, and in-store solutions suggests it is eyeing a more diversified future. Rogers’ experience — which spans leadership roles at Apple and board positions with Spins and the Ad Council — positions him to steer Instacart through this crossroads.

The change in leadership comes at a time when the grocery tech industry is under the microscope. As the sector matures post-Covid, profitability, innovation, and long-term alignment with retailers will be key to surviving — and thriving. With its next chapter now in Rogers’ hands, Instacart’s future hinges on balancing its tech ambitions with the realities of tight grocery margins and evolving consumer habits.