QBR Media Unlocking Retail Growth with Instacart

San Francisco-based food brand immi is rewriting the rules of comfort food through innovation, nutrition, and a keen sense of digital opportunity. Founded with the mission of reinventing Asian-American classics for today’s health-conscious consumers, immi has turned the world’s first low-carb, high-protein instant ramen into a multi-flavor sensation — and with Instacart, the company has found a powerful ally in supporting its national retail expansion.

Unlocking Retail Growth with Instacart

immi began advertising on Instacart in 2025 to accelerate sales velocity at key retail partners. The decision was as strategic as it was data-driven: consumers using Instacart matched immi’s ideal demographic, making the channel especially attractive as the company broadened its retail footprint.

By embracing the full suite of Instacart Ads — from Sponsored Products and Shoppable Display to Shoppable Video and Stock Up & Save promotions — immi was able to engage consumers at every stage of their online grocery journey. The impact was both immediate and meaningful.

“We increased average basket sizes by 18% using Stock Up & Save promotions, building a structured approach to threshold-setting, margin modeling, and iterative optimization,” said Kevin Lee, CEO of Immi Eats. “A single Stock Up & Save consumer can now meaningfully contribute to a store’s entire sales velocity target, making Instacart disproportionately valuable even where it represents a smaller share of total customers.”

A Strategic Partnership, Not Just a Platform

What sets Instacart apart for immi is more than technology — it’s the collaborative relationship. “Our partnership with Instacart has been truly strategic,” said Lee. “Our representative, Rafaela, consistently brings us fresh recommendations on new tactics to experiment with, all aligned with our priority of sustainable, profitable growth.”

Supported by this close partnership, immi is able to move quickly on new retail tactics, test creative approaches, and maximize the business impact of every ad dollar spent.

Driving More Than Just Top-Line Growth

For brands like immi, Instacart is uniquely positioned to support retail sell-through as they expand across a growing roster of regional banners. Instacart’s flexibility allows immi to activate precisely where its products are sold, reaching consumers at scale while fine-tuning campaigns for maximum impact at the store level.

But it’s not just about increasing sales — it’s about quality growth. “Stock Up & Save has shifted our Instacart orders from single-unit purchases to multi-unit, multi-SKU baskets, which drives higher lifetime value and better repeat purchase rates,” explained Lee. “A consumer who buys three or four flavors in one order is far more likely to find a favorite and come back, making Instacart a driver of long-term brand loyalty as well as revenue.”

Looking Ahead: Scaling Success through Data and Experimentation

immi has no intention of slowing down. With plans to further refine its Stock Up & Save strategy on Instacart — optimizing threshold models, expanding SKU eligibility, and evolving toward a sustainable evergreen promotion — the brand is doubling down on what works.

More broadly, immi is exploring advanced attribution tools, aiming to connect digital activity on Instacart with in-store velocity. The ultimate goal: make the case for Instacart not just as a digital retail media line item, but as a full-funnel growth engine for retail partners.

For immi, the journey with Instacart exemplifies what happens when innovative products meet data-driven retail marketing. Their success story offers a model for CPG brands seeking to drive meaningful growth, consumer engagement, and loyalty in the evolving world of ecommerce grocery.

^{Prior results do not guarantee future outcomes.}
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