# S3 E17 T72 - goPuff - Michael Peroutka

S3 E17 T72 - goPuff - Michael Peroutka 

[00:00:00] Why Gopuff Matters 

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[00:00:07] Tom Limongello: All right. So I've been waiting to interview Gopuff for pretty much the whole time we've been doing the podcast. This is an exciting one for me. 

[00:00:15] Todd Sawicki: and for you, which is weird because I- you've been pitching Gopuff to me and I've been like, "Eh, another convenience store," like, or, you know, type model, even though they're like the digital online only version of that. But I was like, "Ah, how cool could they be?" And boy, 

[00:00:28] Tom Limongello: I 

[00:00:29] Todd Sawicki: I could, I could not have been more wrong. 

[00:00:31] Todd Sawicki: I, this is, I, it is, this was a really interesting conversation. Uh, and I think there's a lot that retailers can take away from listening to the, the Gopuff story and, and RMN offering. 

[00:00:46] Tom Limongello: Yeah, I mean, to me, Michael Peroutka over there and his small but mighty ads team is doing kind of, uh, really the cool, you know, connected to the big idea TV commercial types of [00:01:00] campaigns that I've never seen retailers really jump 

[00:01:02] Todd Sawicki: Well, and what's interesting to that point is when we talk about retailers being publishers or acting like publishers, a, a lot of this story, Michael's story at GoPuff is really that. Like, he is executing campaigns and selling campaigns. Uh, like I felt like I was talking to my old sales team at I Can Has Cheeseburger, where you, right, you, you work with brand agencies, you get RFPs, and in those RFPs they always ask for, "Give me your big idea," which are non-scalable custom executions. 

[00:01:36] Todd Sawicki: Like when you see a takeover of the New York Times homepage, New York Times' ad sales team put that together. Like, they took sort of the brand assets and custom created it with the New York Times. And so, you know, to our discussion a- around this, those aren't really s- they're, they're not scalable executions, right? 

[00:01:52] Todd Sawicki: They're only unique to that one publisher, in this case RMN in, in GoPuff. But the ability to execute on really cool brand [00:02:00] campaigns and what they're really good at doing is kinda taking these big, uh, brand campaign ideas and bringing them to life in ways that I'm like, "Wow, that's really cool and unique." 

[00:02:11] Todd Sawicki: And like, I wish I was Michael's boss and watching him execute because he's doing a really good job selling to now their vendors, right, their brands, but selling to the brand teams at the brands. Like, they're winning money and budgets from the non-shopper, right? The real brand side in a way I think we all, everyone in the RMN space can learn from. 

[00:02:30] Todd Sawicki: Like, Michael's a great North Star to, yes, retailers need to act like publishers and need to sell like publishers, and Michael's like, if you listen to his story, he's doing it. He's killing it 

[00:02:43] Tom Limongello: this is a masterclass and I, you know, I, I entreat you all to listen to the end 'cause he has tons of examples. Um, and we'll do our best for those who are watching, you'll see some of those examples flash up on the screen. This was just a ton, ton of fun to listen to 

[00:02:57] Todd Sawicki: like Michael is really doing, you know, [00:03:00] the, the Lord's work here you can win these brand campaigns, and if you bring your unique elements... And I think that's another thing. When you're a publisher, one of the things you're asked to do with these big ideas is what's unique about you as a publisher, whether you're New York Times or In-N-Out Cheeseburger or what have you. 

[00:03:12] Todd Sawicki: And as an RMN and as a retailer, I think you're gonna have to ask the same thing. Like, what was unique about Go- Gopuff? And Michael really pulls that out in terms of how he sold, is selling Gopuff to these brands, and I think you retailers will... can use that. And I think that's the homework for you as you listen to this episode, is go back and think about what is unique about my retail experience, about my audience, about my product, and use that to go win these big brand activations, these big brand dollars. 

[00:03:44] Todd Sawicki: And so I think those are, right, are you more in-store oriented? Are you more online oriented? Are you more, uh, category specific? 

[00:03:52] Tom Limongello: it, it, it's, I'm happy that this is coming right on the heels of our Hy-Vee episode where they weren't afraid to just blow it out for [00:04:00] in-store. Gopuff isn't afraid to use its special capability of holding inventory. So these are all really good lessons for the retail media networks 

[00:04:09] Todd Sawicki: Tons, tons of great lessons. Hy-Vee focusing on retail, like you can't ... If you wanna reach their, their markets, they're the best aspect. And GoPuff is, for their type of audience, really unique as well. And so there's a ton of fun stuff to learn from both of them. And, and Michael's a great ... He's got just so much to share, um, from what he's up to, and he's very open and, and so I 

[00:04:30] Todd Sawicki: Great listen to anyone who's building an RMN 

[00:04:32] Tom Limongello: All right.  

[00:04:33] Meet Michael Peroutka 

[00:04:33] Tom Limongello: We are here with Michael Peroutka from Gopuff. Um, welcome to the Middlemen podcast. Thanks for joining us. 

[00:04:40] Michael Peroutka: Thank you guys for ,  

[00:04:41] Tom Limongello: This is one that I've wanted to do for a long time. Gopuff started in Philly. It was two Drexel students, , my personal thought was that when I moved to Philly, it was very hard to buy beer, and that maybe that was the impetus. 

[00:04:53] Tom Limongello: Um, there could have been other substances that needed to be bought. But I mean, for me, it, it was a city where [00:05:00] there was a lot of challenges because of the blue laws. But it just-- It, it blew up overnight, and it had lots of different, um, machinations. But what was so interesting about it for me was that they own the inventory, so it really was whatever you saw on there, it was a single delivery experience. 

[00:05:14] Tom Limongello: So from my experience now to you being an expert and running the ads product there, tell us about Gopuff and, and what your offerings are. 

[00:05:23] Michael Peroutka: sounds great, and I'm excited to chat today, guys. It's, um, I'm coming up on my five-year, um, anniversary at goPuff, and it's been a fantastic ride so far. I tell everybody, um, it's been a lot of work, um, but I've also learned more than I have at any other job, and I've also had the most fun. 

[00:05:39] Todd Sawicki: Now, has that whole five years been, to jump in, has that whole five years been retail media, or was it, did it evolve into retail media from some other direction? 

[00:05:47] Michael Peroutka: It has. Now, I've always been a, a part of goPuff Ads, which launched about five years ago, so I was one of the early employees within that org. Um, I'm a digital media guy, at heart, and so goPuff was my first foray into Retail Media.  

[00:05:55] Tom Limongello: Yeah.[00:06:00]  

[00:06:00] Todd Sawicki: five years ago is early. So five years puts you, you're practically OG in, in that regards. 

[00:06:05] Michael Peroutka: It's true. I think I'm just a little jealous of the, you know, the Triad, uh, you know, retail media mafia out there, um, and everybo-everybody else that has been a part of it, you know, for a decade plus. But I've learned from a lot of those people over the years. But my background was in the digital media space. Worked at big companies like Disney and AOL, um, smaller startups too. Um, but kinda saw where the puck was going, you know, with commerce media, with retail media, and decided to jump in here.  

[00:06:29] Gopuff Origin Story 

[00:06:29] Michael Peroutka: back to the origin story of goPuff, um, I don't wanna say it was necessarily beer. You know, I think the story is it was more, you know, snacks and ice cream and soda that they were looking for. Uh, but a couple college students, Raf and Yak. who are still the founders and CEOs of the company today.  

[00:06:44] Michael Peroutka: students, you know, um, kinda had this epiphany while at Drexel that the convenience store was not convenient. You know, when they wanted something, you know, at eleven o'clock on a Friday night, you couldn't find it in Philadelphia. so they set out to build a better solution. [00:07:00] and when you think, you know, 13 years ago when goPuff was started  

[00:07:01] Tom Limongello: Yeah. 

[00:07:04] Vertical Integration Advantage 

[00:07:04] Michael Peroutka: the very hot business model at the time was something that was asset light Think about the Airbnbs, the Instacarts, the Ubers of the world. You know, phenomenal technologies, companies we all use, um, but they essentially created marketplaces, you know, connecting two different things. Raf and Yak, you know, saw this and said, "We do believe there's advantages of being vertically integrated, you know, and we wanna build a business that allows for vertical integration," meaning that everything from the ownership of the inventory to the delivery of the product sits within the pipes of GoPuff. And that vertical integration gives you a lot of distinct advantages of which, you know, we can dive into. with that business model, though, is that it is very capital intensive. You know, we own or lease four hundred plus buildings. We are sitting on, you know, hundreds of millions of dollars or more of inventory at any given time. Um, so throughout the years, you know, we've had to raise capital, but we have built, you know, the infrastructure for last mile delivery, um, over this [00:08:00] past decade plus within the business. 

[00:08:04] Speed and Amazon Validation 

[00:08:04] Tom Limongello: That, um, That world of delivery where, you know, I don't know what the lead times were back then, if it was hours or minutes. Was it like fifteen minutes? Because I think we're now in a situation where Amazon's trying to compete with you on that under sub one hour. Is that correct? 

[00:08:21] Michael Peroutka: So, you know, we, uh, say we are delivered in as fast as thirty  

[00:08:24] Tom Limongello: Okay. 

[00:08:27] Michael Peroutka: I think our average delivery time over the network in Q1, uh, was right at twenty-nine minutes. Um, some markets obviously, and depending on your proximity to an MFC, and for those that are not in the know, MFC stands for micro fulfillment center. It's what we call, you know, our warehouses where we house our inventory. Um, if you live two blocks away from that, obviously your deliveries might come quicker. If you are a bit farther away, could take a few extra minutes. Um, but each of our locations, you know, only delivers to a set amount of zip codes and a radius outside of that. And that radius, for example, in Manhattan, is gonna be a bit smaller than, say, Dallas, [00:09:00] Texas. And it's all based upon, you know, population density, the roads, the travel time that we can get from point A at the warehouse to that end consumer on the outside of that delivery zone. But to your question about Amazon, um, look, I think any time that, you know, Amazon decides to enter a business, um, it means that they are doing so with a massive amount of data and understanding and testing behind it that says that this is a business that is very poised for growth in the future. them entering, you know, with Amazon now, to me, is just a testament to we are playing in a space that matters to consumers. You know, Amazon is not gonna take, a bet on something if they did not fundamentally believe that this is the way consumer behavior is going. And we have seen that ourselves. 

[00:09:42] Michael Peroutka: You know, I like to remind people all the time, you know, twenty-one years ago, um, two things happened. YouTube launched, and Amazon launched two-day shipping, is pretty wild. So you now have this entire generation, you know, of post-college grads that have only ever [00:10:00] known an on-demand economy They never had to listen to the AOL dial-up modem sound that we all know. They never had to, you know, wait to find their favorite song come on the radio and record it on a cassette like we did in the '90s. . People all of a suddenly aren't gonna be like, "You know what? I'll actually wait three days to get my favorite kind of soda." No, they're only gonna want it faster and faster. So while Amazon has entered our space, we also see it just as a phenomenal stamp of validation, and we also know that we have a 13-year head start and that this is the core focus of our business . 

[00:10:32] Michael Peroutka: This is just not one other thing that we are doing. Every day, the entire organization wakes up and thinks about how we can deliver the best-in-class instant commerce experience to our consumers. 

[00:10:43] Building Gopuff Ads 

[00:10:43] Todd Sawicki: What's the story of, of retail media within Gopuff? Did it just start out with sponsored search and evolve? If you look at some of, quote-unquote, "the competitive space," the DoorDashes, they're in this space as well. Does it evolve given the innovation out of the convenience category in general i-in terms of overall [00:11:00] retail? 

[00:11:00] Michael Peroutka: When we launched our business, um, we did it with partners. You know, we did not have the expertise, um, to think about ad serving, to think about relevancy modeling. Um, so early, you know, launch of GoPuff Ads back in twenty twenty-one was with CitrusAd, which then became Epsilon. Um, and they were phenomenal partners. They were exactly what we needed, you know, at that time of our organization. As we started to mature, as we started to understand the industry, our product, the relationship of ads with consumers, you know, we decided to think about retail media slightly different. 

[00:11:30] Michael Peroutka: Um, we wanted to take a lot more ownership over things like the product roadmap, the relevancy modeling that we did, um, the ad targeting that we allowed. Myself and many others within GoPuff Ads do actually come from more of the programmatic and digital media background. And we saw a lot of the things that happened in the digital and programmatic space, you know, fifteen years ago, ten years ago, were gonna start to happen within the retail media space.  

[00:11:55] Audience Based Targeting 

[00:11:55] Michael Peroutka: And one of those biggest things was the rise of audience-based buying. You know, GoPuff Ads was very early when we decided to partner with Koddi, um, our current ads platform partner, to say, "When we built out this platform, we wanna enable strong audience-based targeting. We want the brands to decide who they get to reach." 

[00:12:13] Michael Peroutka: It's no longer just saying, "Oh, you know, here's Gatorade, and I'm gonna put it in front of the Gatorade search term." That doesn't matter. Most likely that buyer's already buying Gatorade. So we actually believe we were fairly early on this kind of push towards incrementality because we allowed things like new-to-brand buying to happen multiple years ago. We launched, you know, lapsed buying. Um, obviously, like anybody, we allow competitive conquesting, um, within it. But rather from a contextual environment, we've always been thinking about it over the past couple of years from an audience-based perspective. 

[00:12:44] Todd Sawicki: That's an interesting... Well, I was gonna say to jump in on the audience, um, based targeting, what's fascinating about that is it's direct movement away from quote-unquote search and keyword buying, right? Which I think has dominated retail media buying to date. [00:13:00] And One of the things that Tom and I have spoken a lot about is if we're really gonna grow retail media, we have to look and feel like media buying. And what you're all talking about is with audience, that is absolutely media buying, but some interesting terms there, right? Conquesting is a traditional retail concept. Like Tom talks about this when he pulls up his JBP ling- lingo. And so that's an interesting marriage of the two. And so your own background coming from the media space, well as bringing that to a quote-unquote retail-like business more retail now that you guys own BevMo! Um, I think that's an interesting way of, of how to think about this and, and we have to be media first in the way we're building this business, not just contextual, not just  

[00:13:45] Tom Limongello: Well, I think, yeah 

[00:13:52] Programmatic via Trade Desk 

[00:13:52] Michael Peroutka: I love that, and just to quickly add onto that, we were the first retailer to make our sponsored search. product inventory available, um, via The Trade Desk. You know, we want 

[00:13:58] Todd Sawicki: That's fascinating. 

[00:13:59] Michael Peroutka: where [00:14:00] media buyers are. So last year during Adweek in New York, you know, we announced in partnership with Koddi and The Trade Desk, um, that we were making inventory available there. 

[00:14:08] Michael Peroutka: Now, we just had a big debate internally about what we should call this media, because if you call it a sponsored product placement, the buyers buying programmatically across The Trade Desk are gonna be like, "This isn't my remit," even though they now have the ability to place a dollar at closer to the buy button than they ever have before for their brand. 

[00:14:28] Michael Peroutka: So we're debating internally, like, what is a fair name? Do we need to reinvent the wheel? But to your point, it's media, and it is media on a digital shelf very close to the point of purchase that has closed-loop attribution. Any programmatic national media buyer should want to test that out because it'll perform for them. 

[00:14:47] Todd Sawicki: It's amazing how these Organizational roles and divides still dominate our lives. Shopper media, trade media, programmatic media, and [00:15:00] brand buying and, and how they don't mix 'cause The, the realities of to what you're talking about is I, I can imagine you in your pitches like, "This is the closest media to a buy button you can buy. 

[00:15:09] Todd Sawicki: You should be all over this." And, and programmatic buyers are usually direct response, right? Performance-based buyers, this should be like no-brainers, but these roles that people are stuck in are probably maddening to someone like yourself. Like just, "It's great media, just buy it." 

[00:15:23] Michael Peroutka: So I, I wanna be early. I wanna-- we wanna be early. We wanna be the tip of the spear because we do believe things will change. You know, one brand will raise their hand first, they 

[00:15:32] Todd Sawicki: For sure. 

[00:15:34] Michael Peroutka: move on it, and then others will follow. But we wanna be leading the charge from an innovation perspective from a retailer side. 

[00:15:42] Tom Limongello: So I think what's, what's great is when you get into some of the examples of things that you've done, you really get a feel for how it's not only not just keyword buying, but it really gets to some of the, the toughest things that you try to do in the trade world, some of the higher funnel things that happen in the media buying [00:16:00] world. 

[00:16:00] Pepsi Challenge Sampling 

[00:16:00] Tom Limongello: So I think one of the best examples that we talked about at Shop Talk was, um, your Pepsi Challenge, campaign and the fact that that was conquesting. So I was like, "I didn't see it. Like, what happened? Did it not run?" And then you explained how it worked. So can you tell us about the Pepsi Challenge that you re- uh, revived after 50 years? 

[00:16:19] Michael Peroutka: think we all this past, um, Super Bowl, you know, witnessed, uh, Pepsi's, you know, aggressive marketing tactics, um- Putting the polar bear in their commercial spot, you know, clearly was they were poking the bear. I think we, we know which one. Um, and there were a lot of extensions of that campaign, you know, that they were pushing out all across both digital and physical. Um, one of those extensions that they approached us with was saying, "Hey, we really wanna bring this concept of the Pepsi Challenge kits into consumers' home during Super Bowl weekend. Can you guys help us out with that?" And one of the things I love about goPuff, and going back to what we talked about earlier with our vertical integration, you know, that vertical integration means that I have the ability to [00:17:00] bring in anything as inventory. we started off being snacks, drinks, ice cream, alcohol. Then as our consumers, you know, got older and we expanded, we added things like pet and baby. We then continue to add things like fresh grocery is a very big focus point of the company right now. Last year, we announced a partnership with Robinhood, and you're like, "What are you guys doing with Robinhood?" We are delivering cash for Robinhood Gold members.  

[00:17:26] Tom Limongello: Wow. 

[00:17:27] Michael Peroutka: It bingo card, but they approached us and said, "Look, you know, one of the challenges we have as a digital financial ins- institution is cash liquidity for our users. Can you guys be that vehicle to deliver cash to people?" And again, this vertical integration allows us to bring in anything, including cash, into our warehouses, mark it as inventory, and deliver it just like we would a Gatorade, a Coca-Cola, an Oreo, or something like that. 

[00:17:53] Todd Sawicki: Well, and that's a real interesting kind of, you know, uh, going back to our roles. Traditionally, [00:18:00] sampling comes out of shopper media. And, you know, from a brand sampling standpoint, like product launch and media, it's a really interesting capability going pitching to a brand team. You're Pepsi and you're launching a new thing, and you wanna get your product into the hands of people. 

[00:18:14] Todd Sawicki: It's g- it's an interesting dynamic. Like it's, it's funny because I'm imagining even going back to like back in the day, I was the CRO for I Can Has Cheezburger, right? The LOL cats and what have you, and pet was a huge obviously category for us as a marketer. And we used to do live events in city so that people like Purina could get-- and Friskies could get sampling. Like, you know, this is a real interesting dynamic of, of retail media of, "Hey, you should think of us more than just the ad next to the cart or ad next to the search." And the capabilities that I think exist in retail media are so much more diverse than what people understand. Like if I bet 100 brand [00:19:00] buyers at agencies across the country, out of 100 would never think that they could go to an RMN for in-person sampling. And yet you... Like, uh, but that's a cool capability. Like, I think it just speaks to the diversity and what's, what's fun and exciting about retail media is there's a lot more going on than I think people realize. 

[00:19:20] Michael Peroutka: I tell my team all the time, my go-to-market sales team, that I want them fighting for dollars against Spotify and Disney and Vox Media and all of these traditional, you know, digital media companies because 

[00:19:32] Todd Sawicki: Right. 

[00:19:33] Michael Peroutka: the same capabilities. I can do content as well as anybody else. I then can also do commerce, which not everybody can do. 

[00:19:42] Todd Sawicki: Exactly. 

[00:19:42] Michael Peroutka: tie the two together. But yes, there's... Todd, I'm, I'm gonna circle back on what you were just talking about because it is a huge product offering of goPuff, um, both in various ways that you described it. But to bring it back to the Pepsi Challenge kits, um, you know, they approached us and thought about how can they extend this campaign. [00:20:00] talked about a bunch of different ideas, and one of those was the fact that they were sitting on quite a few, um, you know, of these Pepsi Challenge kits. And we were able to bring those in as inventory just like we would, you know, Pepsi 20 ounces or two liters or 12 packs or something. mark them as non-sellable, but then obviously they want to go after their biggest competitor. 

[00:20:20] Michael Peroutka: When somebody added one of those SKUs or another soda SKU from that class to their cart or was a lapsed Pepsi buyer over six months, we would deliver a Pepsi Challenge kit alongside the rest of their order at no cost. This gets shown to the consumer at the point of checkout. It is presented as being from the brand, not from goPuff. 

[00:20:39] Michael Peroutka: We always wanna make the brand the hero 

[00:20:41] Todd Sawicki: Right. 

[00:20:42] Measuring Impact and Data 

[00:20:42] Michael Peroutka: able to do a few things. One is if the brand is interested, we can follow up with them with a survey, um, and actually figure out, you know, of the 50,000 people who received something, you know, what do they think about it? Did they actually do it? 

[00:20:55] Michael Peroutka: Did it meet their expectations? Um, when we actually talk about our product, you know, it's everything from the [00:21:00] flavor to the size to the usage occasion. but then we can also start to look at, okay, what was the impact this had on your core business and your sales? You know, was this successful in conquesting and bringing more people into the brand? Did we see the new-to-brand rates, you know, peak? And we can do this down to the user level. This is one of the beauties of being a digital-only retailer, is that I have incredibly rich data that has 100% confidence that, you know, this user, Tom, is exactly what he has bought. These are his habits. You know, there's no if, ands, or buts. 

[00:21:30] Michael Peroutka: I am guilty of still using my same childhood, you know, phone number at some other companies, which I'm sure, uh, some of us might do as well, just because it's muscle memory. You walk into, you know, certain stores, and you, you type in that same, you know, 10 digits as you've been doing for 30 years. Um, but it also muddies the data, so I guess I should stop doing that because being on this side of the table, you know, wanna, wanna support everybody in the industry. 

[00:21:54] Todd Sawicki: Well, two things. One, you're technically not digital-only anymore with the-- since you guys bought BevMo! [00:22:00] So those not aware that, and I wasn't aware until we started talking about in prep for this call, that they had acquired BevMo!, which is cool and, and curious to where that fits it in now. But what, what's fascinating to me is I can see you walking and getting the brand brief and responding to that, like the Pepsi challenge and sort of the dynamics of them. 

[00:22:19] Todd Sawicki: I'm having flashbacks to my Iconix cheeseburger days in terms of the brand pitches and so forth. you sound just like a publishing media sales team. And, and I mean that in the best possible way. And I think that's the message that we've been get-- talking a lot about over the last year and a half, is the rise of retailers as publishers. one of the things that we were advocating is you retailers need to start and think and act like publishers. And the more you talk like a publisher, the more you're gonna win these campaigns. And the Pepsi Challenge campaign, a great brand campaign, a very top-of-funnel campaign. And it's a cool example of, I think, the types of things that are happening in retail media beyond just what most people think of as, "Oh, it's just sponsored [00:23:00] search." So kudos to you and, and what that sounds like. And, and again, if you're a, a brand buyer out in the world, uh, this is-- You're-- Hopefully, the light bulb's popping off of like, "Yes, I need to be sending out my RFPs to the goPuffs of the world." Absolutely, um, in terms of the capabilities that you were just talking about. Also, let's talk about, you know, BevMo! and, and what does that mean for you and your RMN strategy and, and what-- how does that evolve and impact that? 

[00:23:25] Non Endemic Brand Plays 

[00:23:25] Michael Peroutka: Yeah, Todd, I take a lot of pride, um, to some of the non-endemic partnerships we've done over the past, you know, 12 months. You know, FanDuel has, you know, partnered with us during the past two Super Bowls and NFL playoff season, where we've, , brought their, assets into our environment, and they've presented kind of the game day hub brought to you by FanDuel. 

[00:23:43] Michael Peroutka: We've done countless campaigns with Netflix and Hulu and CBS and NBC to push their new IP. You 

[00:23:50] Todd Sawicki: Awesome. Kudos to you guys. 

[00:23:52] Michael Peroutka: moment when I first walked in, um, to goPuff, and I give credit to my days, you know, as a digital media guy working at a digital [00:24:00] publisher and, you know, saying, "Wait a minute," like, our busiest hours on the platform are 8:00 to 10:00 PM, you know, and Fridays and Saturdays. Um, our audience is comprised of 85% 18 to 34-year-olds, and nobody goPuffs and goes. When you order from goPuff, you're basically indicating that you are staying home for the res- the foreseeable future  

[00:24:22] Michael Peroutka: to  

[00:24:23] Tom Limongello: That's interesting. 

[00:24:24] Michael Peroutka: so I  

[00:24:24] Tom Limongello: Yeah.  

[00:24:25] Michael Peroutka: reach somebody sitting on their couch waiting for a delivery on a Friday night at 8:00 PM?" 

[00:24:29] Michael Peroutka: I was like, the entertainment and streamers might be 

[00:24:33] Tom Limongello: Yeah 

[00:24:35] Michael Peroutka: last places that they can engage with a consumer before they decide what to stream that night. And this was a narrative that we built. We had all the data, and we took it to market with a lot of the agencies. 

[00:24:45] Michael Peroutka: And to credit to the agencies, they did kinda take a risk and leaned in. You know, it wasn't easy being like, I'm sure, putting goPuff on a media plan for that first Netflix campaign that we did. Uh, but all the credit to the team at Mediahub who was like, "This does make a ton of sense for us." And then [00:25:00] over time, we've just gotten cooler and cooler with the types of activations that we've done a ton of stuff around IP and creating things that get dropped in the delivery bags.  

[00:25:08] BevMo and In Store Media 

[00:25:19] Michael Peroutka: Um, it's been, it's been a really fun vertical to work on and When you think about BevMo! You know, I've had that idea too. We've included BevMo! on pitches of saying like, "Look, we can do tied around entertainment releases, activations, , end caps, just as, you know, a CPG brand would do, but within our BevMo! 

[00:25:24] Michael Peroutka: experience." You know, we have a hundred and sixty-one of these brick-and-mortar locations that are getting tens of thousands, you know, of people coming into on a daily basis. Um, it's a lot of audience and at scale when you put it all together. And so we're thinking about this in-store shopping experience. You know, one thing that we care a ton about, and I know every retailer does, is how do you balance those two things of, you know, creating something that provides value for all three parties? just provide value for goPuff. It can't just provide value for the consumer or just the brand. You know, really trying to triangulate and say, "Okay, this is a solution that is creating a better shopping experience." [00:26:00] You know, we talk about our sponsored product inventory, um, actually has a higher CTR than our organic product tiles.  

[00:26:07] Relevancy Guardrails 

[00:26:07] Michael Peroutka: And all the credit in the world goes towards my data science team. You know, they have built that best-in-class relevancy model to actually understand, to say, "Okay, you know, here is the ad placement that we should be putting in this experience at this time." Um, so we think about that a lot with every single product. You know, it's not just did the ad perform. We are looking at all these other guardrail metrics to understand, okay, what was this impact on the overall basket? Did this consumer continue to come back and purchase at the same rate or a higher rate after introducing a new ad product? Um, we are a retailer first and foremost, um, but we do realize that advertising can be additive to the consumer and the core business. 

[00:26:47] Tom Limongello: Well, I think especially when you're talking about entertainment, it's something that is additive because it's what people wanna see. Um, you know, you can go non-endemic and go very far away from the consumer experience. Um, but I do wanna keep going a [00:27:00] little bit on, you know, the BevMo opportunity. 

[00:27:02] Tom Limongello: Um, you know, this is potentially under-monetized assets. 

[00:27:07] Tom Limongello: So if we think about sponsored search, that's the thing you probably filled up first. And so as you look toward, you know, new surfaces and new things to do, um, you talked a little bit about sampling, and so you're sending product into the home, and that's interesting. Talk a little bit about how you look at in-store and that strategy and  

[00:27:22] Michael Peroutka: in 

[00:27:26] Tom Limongello: how that fills out your, your capability. 

[00:27:30] In-Store Sampling Push 

[00:27:30] Michael Peroutka: We're in the process, you know, right now of getting ready to, you know, fully head to market with in-store capabilities. Um, while we do a massive amount of digital sampling, I actually think there is a huge opportunity for in-store sampling as well. Um, it's somewhat more cost prohibitive because you actually need labor,  

[00:27:49] Tom Limongello: Yeah. 

[00:27:55] Michael Peroutka: And you don't know everything about that consumer. Um, but can almost be an extension of our sampling solution if somebody wants to go into that. [00:28:00] One of the reasons I love our digital sampling is that I actually know exactly who is getting this product, they're getting it, because they reach a, a certain qualified audience that the brand wants to go after, able to re-market them and re-target them with a first purchase, and then again, figure out how do I get them to be a multi-repeat buyer. Um, it's very different than just going to a music festival and handing out cans of an energy drink and hoping that somebody repurchase it. I think Red Bull has proven over the years that that does work, but I also think that you can be incredibly, incredibly tactical, um, when it comes to digital sampling. But when we  

[00:28:36] Tom Limongello: Well, 

[00:28:37] Tom Limongello: Yeah. 

[00:28:38] Discovery Loop Gen Z 

[00:28:38] Tom Limongello: I was gonna, I was gonna say, um, one of the other parts of this that's super interesting, and I think the reason for your fit with, uh, with entertainment, um, is that you really have a, a lock on much younger consumers, and I think that's probably by virtue of the fact that you were app first. Um, but I'd love for you to talk about how you think about how media works when you have the [00:29:00] app, you have the sampling, you have in-store, you have all these things working together. 

[00:29:04] Tom Limongello: Um, I think of it as this sort of like discovery commerce loop. And the one thing we haven't talked about is the social part, and so, like, TikTok and Instagram Reels and things like... Like how does that fit into your, your system? 

[00:29:15] Michael Peroutka: I think today I can drive more value for brands, helping them build their brand loyalty and preference for the next decade plus with this younger generation, than I can for immediate sales. Now, I'm very transparent in the conversations I have with our sales partner. You know, it is tough for me to do anything that is gonna impact their earnings this quarter or next quarter.  

[00:29:35] Tom Limongello: Right. 

[00:29:40] Michael Peroutka: Let's just be realists, I think Walmart and Amazon are the two retailers who can do that..But what I can do is I can help protect them the next decade plus to come. Um, because when we think about our audience, as you alluded to, you know, they are younger. Our average shopper is 26 to 27 years old. 

[00:29:52] Michael Peroutka: I mentioned 85% of our audience, you know, falls under that 35 demographic. Um, these are consumers, and we all went through this. They're the [00:30:00] consumers that are starting to decide their brand preference. You know, we all went through that era in our 20s where we decided, "Do I fly Delta or United? Do I have a Visa or Mastercard  

[00:30:07] Tom Limongello: Yep.  

[00:30:08] Michael Peroutka: or 

[00:30:09] Michael Peroutka: Coke or Pepsi? Do I order Grey Goose or Ketel in my, you know, vodka soda?" Um, and those preferences, once they get formed, they are very tough to change. Now, what's really interesting is that how those brand preferences are getting formed is actually changing, a lot of the research that we've done. 

[00:30:26] Michael Peroutka: You know, I actually come from the world of psychology. I was a psych major in college, and I really, you know, appreciate this understanding of, you know, brand loyalty as we under- Know it and how it gets formed is happening very different with Gen Z than past generations. You know, there's this expectation, um, of a two-way relationship between brands and consumers. It's no longer just I'm gonna buy the brand that has the best commercial or that I see the most frequently. Um, there are so many other factors that goes into what is building this brand relationship.  

[00:30:58] Loyalty Beyond Discounts 

[00:30:58] Michael Peroutka: I was on, um, stage at the National Confectionery Association, um, earlier this year at their State of the Industry, um, retail panel, and it was, you know, all the largest players in the, the candy space. And Sally Lyons, uh, was moderating the panel, and it was myself and some other merchandisers, and they were talking about value. You know, how are merchandisers thinking about, you know, showing value to consumers? Um, and they talked about, you know, discounts and promos and everything else, and kinda stopped and took the conversation in a different direction. 

[00:31:26] Michael Peroutka: I said, "You know, consumers now want value more than just monetarily." You know, there is a big opportunity, I think, in this space, um, for brands specifically to say, "Hey, I wanna re- re- reward my top one percent of buyers." I told the audience, and I'll tell everybody, you know, on this podcast, you know, think about what the airline industry has done. I think they have best-in-class loyalty programs. Um, if you think about, you know, what Delta does with varying statuses, you know, I spend more money with Delta because they give me additional perks as I do that. And there's such an interesting [00:32:00] opportunity for brands to start to do that, especially within the digital space. You know, if a brand is launching innovation, why not let your top one percent of buyers over the past twelve months be the first people to try that? Imagine if there was a little, you know, handwritten note in that as well, thanking them for their loyalty. everybody's gonna share it or post about it, but I can guarantee you, you will see an ROI from that. 

[00:32:23] Tom Limongello: So I think, I think that's super interesting because, you know, I come from the world... I mean, my-- the company I was at, Quotient, was coupons.com, and so all retail media was all about promotion. It was about lowering the price of the product on the shelf. You're talking about a real rewards or loyalty program that, basically benefits those who use the program more. 

[00:32:44] Tom Limongello: And I wonder if that's also helpful terms of bringing this to higher funnel or bringing it to, the channels that have been challenging for the retailers to get at, like TV and other places like that. Because when it's very focused on lowering the cost of things, [00:33:00] it's about getting people to do buy rate, you know, buy the same thing more often. 

[00:33:04] Tom Limongello: Yours seems to be more, "Hey, let's buy this thing you've never bought." And, you know, so I don't... I, I... Do you b- agree with that or? 

[00:33:12] Michael Peroutka: I do. I, as, as I mentioned earlier, you know, I wanna be known as a brand-building platform. And when I think about it, you know, think about who has the strongest, , understanding, you know, of consumers and who is buying and how they're buying, it's going to be retailers. Um, so sure, if you wanna call it retail media, so be it. 

[00:33:29] Michael Peroutka: But at the end of the day, you know, our goal is that any good media, I believe can both build your brand while also moving units. And I do believe there are very few, you know, companies that can actually do both of those things and do it well, and I think we are one of those.  

[00:33:44] New Ad Surfaces Bags 

[00:33:44] Michael Peroutka: You know, we talk about services, Todd. 

[00:33:45] Michael Peroutka: You mentioned, you know, BevMo. Um, I... One of my white whales, and I'll put this out here because, you know, I, I want somebody to, to help me out here, is, you know, we have our delivery bags. You know, again, this vertical integration means that every single Gopuff order [00:34:00] comes in the same delivery bag. That is a completely new surface that we have not played around with. 

[00:34:05] Michael Peroutka: You know, we 

[00:34:05] Todd Sawicki: I mean, Amazon going back to them has certainly done a lot doing, you know, branding their boxes. I-- You're, you're right. No, that's the... Again, traditionally, that would be shopper marketing. And really what you're trying to say is, "Hey, do we..." Whatever you wanna call that, it's media, and there's this opportunity to place an ad on the bag and sponsor it. 

[00:34:23] Todd Sawicki: Like, it makes a ton of sense. Like, you're absolutely right. Like, this is the canvas that you're-- what you're saying is within Gopuff, your c- your canvas and your purview is across the organization. There is no limit to what can work with you on. I think that's a really interesting story because we've certainly worked with and talked with lots of RMN teams who are like, "Yeah, we got this box and,  

[00:34:45] Tom Limongello: Yeah.  

[00:34:46] Todd Sawicki: go out of it. 

[00:34:47] Todd Sawicki: touch an end cap because that's shopper." Whereas what you're saying is, "Look, no, we are the brand partner across the organization for, for you brand advertisers, you brand marketers." And to your point of like, "Hey guys, this is great. Like, [00:35:00] you wanna sponsor the, the bag? You-- we can do that." And I think that's cool. 

[00:35:03] Todd Sawicki: Like, that's the type of stuff that, you know, I think RMN leaders should be pushing on. And I'm... It, it, it's, it's imagine a  

[00:35:10] Tom Limongello: But 

[00:35:12] Tom Limongello: but  

[00:35:13] Todd Sawicki: thing to 

[00:35:14] Tom Limongello: how do you, how do you do this?  

[00:35:16] Aligning Internal Teams 

[00:35:16] Tom Limongello: Because you have a small team, don't you? 

[00:35:18] Michael Peroutka: a very small team. Um, but simultaneously, you know, I, I've spent a lot of time, you know, evangelizing what this can do for the broader organization. You know, our head of merchandising, I talk to, if not on a hourly basis, on a daily basis. You know, we are in constant contact, you know, together. We, we truly understand that, look, at the end of the day, we want to move more units, and my merchandising team understands that advertising is one of the best ways to move more units. 

[00:35:49] Michael Peroutka: You know, they all wanna have their category grow the most. Advertising can help them do that. You know, consumers have a fixed amount of money in their wallet, and so different departments need to grow their [00:36:00] share by sometimes cannibalizing other departments. You know, we are growing our AOV, but simultaneously realize that advertising is huge. 

[00:36:07] Michael Peroutka: Our marketing team, look, anytime we run an ad offsite That supports our marketing team, partnering with them. You know, we've taken a lot of what we are building also from an ads perspective and for our partners and saying, "Hey, let's make sure that all of our internal teams are utilizing these tools as well, so we have a best in class." 

[00:36:26] Michael Peroutka: But we have to also make sure that the organization understands what advertising can do for everybody. It's not competitive. You know, we never wanna just steal dollars, trade dollars, and then call them ads. That's, that's not the goal of my organization. You know, our goal is to find incremental ways to move more units for my merchandisers through other funding sources while simultaneously also building brands. 

[00:36:53] Todd Sawicki: , How do you think about the opportunities, you know, BevMo and in-store? How do the merchandisers think [00:37:00] about that in terms of, you know, looking at the store as a canvas? 

[00:37:02] Todd Sawicki: It-- And it sounds interesting you guys have a very collaborative relationship because a lot of times in-store becomes that's the merchandisers team, real estate, don't touch it. whereas it sounds  

[00:37:11] Todd Sawicki: more collaborative with you all. 

[00:37:14] Michael Peroutka: we think about that again across every single surface. So if it is a CRM, if it is a homepage banner, you know, we always think about this is shared inventory across both our advertising partners, our company initiatives, our merch initiatives, whatever it might be. I did not approach our leader, you know, of our retail business and say, "Hey, I wanna put in screens that are just gonna, you know, blast thirty-second ads, um, and not bring you any value." 

[00:37:39] Michael Peroutka: It said, "Hey, I have the ability to bring in an ecosystem, you know, partner with somebody who will help us from the CapEx perspective, give your merchandising team inventory to push the things that they wanna push within the retail environment, while simultaneously also providing some opportunities for our brand partners that are interested to tell their story as well to our [00:38:00] consumers." And so when you approach it that way to say, "Look, this is the benefit to my merchandising org, to my retail org that I'm gonna give you," makes the conversations a lot smoother starting from there. 

[00:38:12] Tom Limongello: And then, you know, it sounds like you're doing things in all different parts of the RMN stack or, you know, within the potential monetizable universe. What are your goals? Like when I was at Quotient, the whole goal was to get at 1% of, you know, the sales for each of the brands. Are you beyond that? 

[00:38:29] Michael Peroutka: We are. And, um, Todd, you mentioned something earlier about how, like, it seems like you guys, like do a little bit of everything.  

[00:38:34] Big Idea Activations 

[00:38:34] Michael Peroutka: You know, I-- all of my partners when I meet them the first time, um, I let them know that nothing makes me happier than getting that email that says, "I know this is crazy, but dot, dot, dot." 

[00:38:45] Tom Limongello: Yeah. 

[00:38:47] Todd Sawicki: I, I-- Like, 

[00:38:49] Todd Sawicki: giant cheese statue as an example at one of these events, like the Friskies, you know, uh, brand cat, and it was a fun event. And that's the type of stuff where when you get those emails or your team [00:39:00] brings them to your attention, this is the stuff that, like, makes your job fun. 

[00:39:04] Michael Peroutka: had three Super Bowl advertisers work deeply with goPuff to extend their activations. 

[00:39:11] Michael Peroutka: there's another retailer that frankly did that. We had the Pepsi Challenge kits. Um, we had eos. Um, they launched a new product. Their Super Bowl spot was around their new body mist and the campaign was 

[00:39:21] Todd Sawicki: Ha! 

[00:39:26] Michael Peroutka: smells so good, you wanna eat it," I believe. 

[00:39:27] Michael Peroutka: And  

[00:39:28] Tom Limongello: Okay. 

[00:39:30] Michael Peroutka: cakes that look just like the bottle. If you're a fan of Netflix Is This Cake, um, they leaned into that  

[00:39:36] Tom Limongello: Yep. Nice. 

[00:39:39] Michael Peroutka: they worked with a custom baker, small quantity run of it, but we brought those in as inventory, um, that people were able to purchase during the Super And then the biggest activation of all was the work we did with Mars Wrigley and Skittles, um, where we actually partnered with them to deliver a live commercial featuring Elijah Wood to one [00:40:00] goPuff customer on Super Bowl Sunday. 

[00:40:03] Todd Sawicki: awesome. 

[00:40:03] Michael Peroutka: a wrapped as a goPuff bag, Elijah Wood, live production, 

[00:40:11] Todd Sawicki: That's awesome. 

[00:40:12] Tom Limongello: That's some serious targeting. 

[00:40:14] Tom Limongello: Yeah.  

[00:40:14] Todd Sawicki: this is 

[00:40:15] Todd Sawicki: innovative brand-like, and they 

[00:40:18] Todd Sawicki: ads, but this is the type of stuff that I wish there was more of in 

[00:40:23] Todd Sawicki: Your, your story is interesting because this isn't happening enough, and this is cool. Like, Elijah Wood on a GoPuff truck is awesome. 

[00:40:30] Todd Sawicki: That's amazing. 

[00:40:31] Michael Peroutka: it is doing very well in during the award season. I saw it just picked up a couple of Clios, 

[00:40:37] Todd Sawicki: awesome. 

[00:40:37] Michael Peroutka: huge testament to that team. I mean, they, they obviously took, you know, a leap of faith of doing something different and then asked us if we felt like we could help partner with them on this. Um, but then the halo impact of what we saw just for the brand, know, it is, it is massive. 

[00:40:52] Michael Peroutka: They have step changed, you know, what that brand now does on a daily basis post-activation because of all of the brand [00:41:00] love that they 

[00:41:01] Todd Sawicki: awesome. 

[00:41:01] Michael Peroutka: during that 

[00:41:02] Todd Sawicki: Great case study. 

[00:41:04] Michael Peroutka: Tom, to your question, you know, we, we come in significantly higher than that. You know, it's because of our ability to tap into dollars outside of just the traditional e-com sales  

[00:41:15] Tom Limongello: Right.  

[00:41:17] Michael Peroutka: our ability to do these brand deals, the non-endemic stuff that we partner on, this sampling that we've partnered on. You know, we have built a very wide and deep, uh, product offering. And so, you know, we are in that 3 to 4 percent, you know, of 

[00:41:31] Todd Sawicki: amazing.  

[00:41:32] Tom Limongello: Yeah.  

[00:41:32] Todd Sawicki: That's 

[00:41:33] Tom Limongello: That's, that's pretty awesome. 

[00:41:35] Todd Sawicki: of non-endemics to brand. Like, 

[00:41:37] Tom Limongello: Right. 

[00:41:42] Todd Sawicki: you know, we get RFP is always like, "Bring your big ideas." And publishers traditionally were, and the more outlandish the publishers, the easier it was to come up with these. But your ability to execute on these is hats off. This is awesome. These are great campaigns. 

[00:41:57] Powered By Logistics 

[00:41:57] Michael Peroutka: one of the things that have been my favorite work stream that [00:42:00] we've been doing over the past couple years is we have a division called Powered By. Um, when you think about goPuff and you think about our vertical integration, I mean, you could argue we are a tech company so than a retailer. And so we've done a lot of work where we've actually said, "We're gonna hand over our last mile logistics and allow anybody to use it," and we refer to this as Powered By. It's all built in partnership with Shopify. brands that have a D2C presence that we also carry their product for, they could download a fulfillment app from the Shopify store. And when a consumer goes and checks out and puts in an address, if they're in a goPuff delivery zone and we have that product currently in inventory, they will be shown an option to get it delivered in thirty minutes by goPuff. And when you think about a beverage company that somebody might be ordering twenty-four cans from, we now just created an experience where the brand is actually making a lot more money because shipping twenty-four cans of a liquid 

[00:42:55] Todd Sawicki: Right. 

[00:42:56] Todd Sawicki: is 

[00:42:56] Todd Sawicki: expensive. 

[00:42:57] Michael Peroutka: is very expensive, and the consumer went from getting something in three to five [00:43:00] days to getting it in thirty minutes, and then goPuff obviously is the facilitator of all that. It is a win-win-win across the board. But with Powered By, what we've also done is realized that we've been able to take this whole concept. You talked about it when you were at your former company and, you know, doing a physical activation with Nestle, you know, Purina. those happen all the time. The problem is those have always happened in singular physical locations or maybe two or three markets 

[00:43:24] Todd Sawicki: Right. 

[00:43:25] Michael Peroutka: We now with Powered By over multiple times have been able to take these massive brand moments, but then create instant product experiences all throughout the country. 

[00:43:34] Nationwide Candy Rescue 

[00:43:34] Michael Peroutka: The very first one we ever did was again with Mars Wrigley, and they approached us with this customer insight. What I love about all these campaigns is that they start with an insight, and the insight that Mars Wrigley had was that nothing is scarier on Halloween running out of candy. Being  

[00:43:49] Tom Limongello: Oh, 

[00:43:49] Michael Peroutka: that off the lights at four o'clock,  

[00:43:51] Tom Limongello: yeah. 

[00:43:53] Michael Peroutka: come. And so they launched the M&M's Rescue Squad, the  

[00:43:57] Tom Limongello: Love it. 

[00:43:59] Michael Peroutka: out of [00:44:00] candy, you can go to mmsrescuesquad.com and get a free bag of candy delivered directly to your doorstep, goPuff being the facilitator. Now, they 

[00:44:09] Todd Sawicki: Very cool. 

[00:44:10] Michael Peroutka: pop-up in Union Square, New York, but you're gonna  

[00:44:12] Tom Limongello: Right. 

[00:44:15] Todd Sawicki: No, it's, it's a cool, it's a cool story, and it's fun to talk about these case studies, which are not what people perceive as traditional RMN case studies and are really great brand case studies regardless of whether you're an RMN or not. And that's what the unlock is for RMNs. Like, your story is, trust me, every RMN leader we talk to would be like, "Yeah, that's what I want. 

[00:44:37] Todd Sawicki: How do I do  

[00:44:38] Tom Limongello: Yeah. 

[00:44:39] Tom Limongello: Yeah, exactly 

[00:44:41] Todd Sawicki: building a really successful-- getting to that percentage of sales that, you know, you referenced with regard to Tom is an amazing success story. So congrats. 

[00:44:49] Tom Limongello: Now, do you have time for one more? You wanna tell us the Reese's bracket one? 

[00:44:54] Michael Peroutka: I can go two more if you guys want.  

[00:44:56] Weather Triggered Drops 

[00:45:28] Michael Peroutka: Um, yeah, the, the Reese's bracket one was, you know, a similar idea. We've run a handful of these just this year. You know, we partnered with Premier Protein for New Year, New You. You could go to goget2026.com, on January 5th that campaign kicked off, and you could choose a free bottle of Premier Protein to get it delivered to you only between the hours of 5:00 AM to 9:00 AM because they were looking to change that customer habit to say, "Hey, in the morning, one of the best things you can have to start your day is this product." Um, Hershey's approached us and said, "Look," they have this new campaign, I'm sure many people have seen it. It's everything happens for a Resi-- or for Reese's. That's their  

[00:45:37] Tom Limongello: Oh, okay. 

[00:45:40] Michael Peroutka: of that, and what a brilliant brand marketing because they're gonna have these multiple iterations. I'm, like, trying to figure out what is next. But the, the first one was that every bracket bust for a Reese's. And so what they wanted to do was to say, "Hey, you know, if somebody has a busted bracket," which we all do, because Reese's is one of the official NCAA sponsors of March [00:46:00] Madness, um, they could go to this website that we built out for them completely branded as Reese's, and they could put in a promo code that they would get after submitting their bracket and get free Reese's delivered directly to them. Um, one of my favorite ones, to throw one more at you guys that we did last summer, was with Ferrera. Um, and this was for their launch of their Lemonhead ropes, which was a new product innovation that they had coming out, and their whole campaign was around opening up, you know, a bag of sunshine, um, making your day better. And so they had their... Their ask was, "Could we only make these eligible for delivery if it was raining on that summer Friday?" What they wanted to do was to say, "People might be 

[00:46:42] Todd Sawicki: It's cool to hear. 

[00:46:43] Michael Peroutka: on a rainy 

[00:46:44] Michael Peroutka: It's the summer. You wanna get after it after work. Rain's ruining it. They wanna bring a bit of sunshine to you." And we  

[00:46:50] Tom Limongello: Love it. 

[00:46:54] Michael Peroutka: to them, built an API that the site would actually change depending on your IP based [00:47:00] upon your current weather, from a, from an API feed. And so  

[00:47:04] Tom Limongello: There you go  

[00:47:04] Michael Peroutka: the 

[00:47:05] Michael Peroutka: sunny in Brooklyn, it would say, "Sorry, not eli-eligible. 

[00:47:08] Michael Peroutka: The sun's already shining." If you were in Atlanta and it was raining that Friday, you would get a different set experience, allow you to get that free product delivered to you. Again, goPuff in all these executions, we take a back seat. The brand is the hero. Our logo sometimes isn't even present on the site. but it's just leveraging our fulfillment and our technology to power these brand new brand and product experiences that frankly, they, they get me so excited. I think it is a, a very exciting time in this space, and more and more partners are starting to raise their hand to do it. 

[00:47:41] Tom Limongello: Great.  

[00:47:42] Closing Thanks 

[00:47:49] Tom Limongello: Well, thank you so much for joining "the Middlemen Thanks for taking some extra time to give us those examples, 'cause I think, uh, the, those are the best part of doing this show. and, uh, keep in touch. 

[00:47:51] Michael Peroutka: No, really appreciate the time, guys. We'll talk soon.  

[00:47:54] ​