Looking to Produce More: Instacart employees fill out and deliver digital orders.

Looking to Produce More: Instacart employees fill out and deliver digital orders.

Instacart is trying out delivering nongrocery items as well. Marina del Rey-based boutique pet store chain Healthy Spot, Petco, Sur La Table and CVS Pharmacy are among the retailers offering services locally through Instacart. Instacart can even pick up and deliver items from stores with which it doesn’t have a relationship, although customers must pay more for such orders. The company plans to hire 300 contractors to ferry purchases from stores to customers in order to service the expanded coverage area.

Lempert said that the significance of Instacart’s play depends on how many people in its coverage area are willing to order groceries online.

“Keep in mind that food delivery is still around 3 percent (of groceries bought in the United States),” he said. “If in fact 3 million households use or are likely to use delivery, that’s huge. If those people don’t use delivery, it’s meaningless.”

Twersky said Instacart’s biggest challenge was converting more people to online grocery shopping.

Tender Greens Goes Red

Culver City-based fast-casual restaurant chain Tender Greens is dropping the green.

The 24-location chain owned by TYP Restaurant Group Inc. has gotten a makeover as it plans to expand to the East Coast with a New York store next year. The new logo, with a white lower-case “g” meant to look like a plate and pan on a background of red, has replaced the former logo, which featured the restaurant’s name in brown with a cluster of green leaves. The new look comes courtesy of graphic designer Paula Scher.

“This new branding captures the original vision for our restaurants and offers a window into our future,” said Chief Executive Erik Oberholtzer in a statement. “Paula designed an identity and mark that captures what makes Tender Greens so special – a team of chefs who create dishes daily, and the energy and passion that happens in their kitchens.”

Scher, a partner at New York’s Pentagram design consultancy, also created Shake Shack’s logo. The hamburger chain’s founder, Danny Meyer, whose Union Square Hospitality Group invested in Tender Greens in 2015, introduced Scher to Tender Greens, according to Tender Greens.

Staff reporter Caroline Anderson can be reached at canderson@labusinessjournal.com or (323) 556-8329.

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