Michael Morton's questions to Maplebear Inc (CART) leadership • Q2 2025
Question
Michael Morton of MoffettNathanson inquired about the company's affordability initiatives, asking what has been learned from reducing fees on small baskets and how the unit economics of these orders compare to traditional large baskets.
Answer
CEO & Chair Fidji Simo noted that the $10 minimum basket change has successfully grown GTV and frequency without cannibalizing large baskets. CFO Emily Reuter added that the unit economics for small baskets are favorable because they are layered onto an existing dense order network. She explained that strategies like increased batching make these incremental orders additive to the ecosystem, helping to engage customers more regularly and drive them back for their larger weekly shops.