Dive Brief:

• Instacart announced Tuesday it that its B2B unit has become the official same-day snack, beverage and supplies marketplace for Industrious’ U.S. co-working spaces.
• Industrious business customers who are new to Instacart will receive a complimentary one-year Instacart+ membership when they create a business profile. That membership provides unlimited free same-day delivery on orders over $35.
• The new partnership continues Instacart’s efforts to diversify its revenue streams.

Dive Insight:

To serve as the corporate meal solution for Industrious, Instacart is tapping its new B2B unit, Instacart Business. That service, which allows businesses to place online orders of supplies and food essentials from retailers,  launched at the start of this year.

Businesses can order bulk and value items from retail partners like Costco Business Center, Staples, Restaurant Depot, BJ’s Wholesale Club and Gordon Food Service. 

The partnership comes at a time when businesses are pushing their workers to return to physical office spaces. 

“Industrious believes that the best way to encourage in-person creativity and productivity is by turning the workplace into a desirable destination,” Instacart said in the announcement. “Industrious’ food and beverage offerings consistently rank as the most cherished among all of their amenities, with their members declaring food and beverage offerings to be their number one favorite aspect of working from Industrious locations.”

Industrious has more than 160 flexible workspace locations in more than 65 cities around the world, according to its website. 

Not surprisingly, food can boost office attendance, with Instacart citing Industrious data that days with food and beverage see higher member foot traffic than days without. 

The new tie-up for its B2B unit is Instacart’s latest move to expand its business beyond its original focus on grocery e-commerce.

The company has been growing its array of digital solutions to help retailers modernize physical stores as well as access e-commerce services. Instacart has also been evolving its digital advertising business, such as launching at the end of last year a new suite of advertising solutions for brand partners. In September, Instacart launched Instacart Health, a new initiative focused on health and wellness.

In November, Instacart’s competitor DoorDash became the exclusive on-demand delivery platform for WeWork’s U.S. community events.