Grocery technology firm Instacart raids Uber to bring in Emily Dindoffer as Chief of Staff, Advertising
Emily Dindoffer has landed at Instacart as its new Chief of Staff, Advertising. She joins from Uber where she spent the past five years, serving as Chief of Staff, Uber Advertising. In a LinkedIn post, she said: “After nearly five years at Uber, where I had the opportunity to help build and scale Uber Advertising into a global business, I’m incredibly grateful for the people I’ve learned from and the teams I’ve had the privilege of working alongside.”
She added: “A special thank you to my Uber Ads leaders over the years, and to my colleagues around the globe who made the experience so, so meaningful. I’m thrilled to bring those experiences to Instacart and work with Ali Miller (General Manager, Advertising) and the team on what’s ahead.”
Morrisons
Earlier this year, Morrisons launched Instacart’s Caper Cart smart trolleys at a Preston supermarket, marking North American firm Instacart’s first retail partnership in the UK for its AI powered solution. These automatically recognise items as they are placed in the trolley, including weighing fresh produce on the spot.
Customers can bag items as they shop, saving time throughout the trip and making checkout quicker and easier. The trolley's touchscreen displays a running basket total to help customers stay on budget, makes relevant product recommendations, and enables them to scan their Morrisons More Card to access loyalty savings and promotions throughout their shop. At the end of their trip, they scan the barcode displayed on the trolley's screen at a dedicated Caper checkout lane to complete payment.
"Caper smart trolleys represent a new era for in-store grocery shopping - one where the physical store is as intelligent and personalised as the best online experience," said David McIntosh, Chief Connected Stores Officer at Instacart. “Customers want technology that helps them stay on budget and discover products they love, and Caper smart trolleys deliver both, directly in the aisle. We're proud to bring this to the UK for the first time through our partnership with Morrisons, who share our belief that technology should make the weekly shop not just easier, but genuinely more enjoyable."
"Our customers are at the heart of everything we do, and we're always looking for ways to make their weekly shop easier, more rewarding, and more enjoyable, to give them more reasons to shop at Morrisons," said Gordon Macpherson, Productivity Director at Morrisons. “Caper smart trolleys do exactly that, giving customers real-time visibility of their spending, instant access to their More Card savings, and a more seamless experience in the aisle. We're proud to be the first UK retailer to bring this technology to our customers, and we look forward to seeing how shoppers in Preston and across Lancashire respond to this innovative new trolley in this in-store trial.”
2026 RTIH Innovation Awards
Grocery technology will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
