Instacart has announced it will lay off about 250 employees, or roughly 7% of the company, as part of a restructuring.

According to CNBC the layoffs are focused on reorganizing middle management as well as prioritizing teams to focus on larger projects, such as advertising efforts on streaming platforms as well as Google Ads.

Instacart’s chief technology officer, chief operating officer and chief architect are also departing the company.

The grocery delivery service is investing in several discount incentives to attract the attention of cost-conscious consumers who avoid e-commerce sites due to fees and higher prices, reports Grocery Dive.