← Instacart
Instacart role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
Grocery delivery marketplace that also sells advertising and retail technology to grocers and consumer brands.
Who you'd be calling
Brand managers, e-commerce and retail media leaders at CPG brands, plus digital and e-commerce leaders at grocers.
Your opener
“Hi, this is [Name] from Instacart. We help grocery brands show up right when shoppers are filling their carts. Do you have a minute to talk about how you're reaching online grocery shoppers today?”
Problems you solve for them
- Hard to reach shoppers at the moment they buy groceries
- Brands struggle to tie ad spend to actual sales
- Grocers need e-commerce and delivery without building it themselves
Discovery questions to ask
- How do you promote your products to online grocery shoppers today?
- How do you measure whether ad spend turns into sales?
- Which retailers or grocers matter most to your growth?
Objections they'll throw at you
“I'm busy right now.”
→ Of course. Could we do 15 minutes next week? What day is lighter for you?
“We're not interested.”
→ Okay. Is your online grocery strategy already set, or is it just not a focus this quarter?
“We already advertise with other retailers.”
→ Great, so you know the value. How do you currently see results across retailers, and would it help to compare?
“Send me an email.”
→ Sure thing. Is your focus more on driving sales or on measuring results, so I tailor it?
Competitors worth knowing
Amazon Ads, Walmart Connect
Interview tips for this company
- Be ready to explain the difference between shopping on Instacart and selling ads on it.
- Learn what 'CPG' and 'retail media' mean in simple terms before the call.
Written from public information about Instacart to help you practice. Ask an insider what their role play looked like; it's the best prep there is.