Instacart announced its new CEO Fidji Simo and with that firmly cast its lot in with 3 concepts in terms of direction:

1. The best user data model of shoppers looking for quick home delivery (think how much FB knows about you - this is the plan).

2. The most feature-rich and targeted retail media platform.

3. The easiest to use app in the industry. By all accounts, there is a giant big blue sucking sound coming from Instacart which has attracted a lot of Facebook and LinkedIn employees - some of the best app and advertising technology minds in the industry right now.

What's not on the list from these companies, however?

• Micro-fulfillment centers (where is the talent??)

• a Clear plan how to introduce the next generation of native brands.

• a Clear plan for truly unique selection.

• Any clear plan to replace its grocery store partners. (this is something that has been an industry worry for some time, personally I think you can put it to bed).

• Any clear plan for curbside for these struggling grocers?

If I'm Walmart and Kroger and goPuff and other "quick commerce upstarts", the path forward is pretty clear.

1. Invest in logistics and local inventory.

2. Streamline costs and delivery times.

3. Invest in your stores to improve the experience.