Executive Briefing

Is 15-minute grocery delivery a brand or a feature?

Look out, Safeway. Gorillas is coming.

15 minute grocery delivery - Fridge No More
Photo: Rblfmr / Shutterstock

The latest online grocery services are all about speed, promising on-demand shopping and deliveries that arrive in minutes.

In parts of New York City, a startup called Fridge No More is offering 15-minute delivery with no minimum order or delivery fees. Gorillas, a Berlin-based startup founded last year — which has already raised hundreds of millions of dollars in financing, and pledges 10-minute delivery — has also launched in New York. As has the similar Jokr, which is also live in Mexico City, Lima, Warsaw, and Vienna.

These companies generally operate with a similar strategy: Blanket a city with a network of small, centrally located, street-level fulfillment centers; offer a curated selection of grocery products via mobile app; pack orders as quickly as possible; and dispatch them via a force of delivery drivers, usually on e-bikes or scooters.

If it works as designed — still an if — your box of spaghetti may arrive before the water is boiling.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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