BRONX TIMES REPORTER, O BTR CT. 22-28, 2021 9
of one at the time of ordering.”
When setting out for expansion,
JOKR used a tool that broke down “the
whole world” by population density and
food and drink consumption, Trerotola
said, then picked out the most attractive
markets. High population density
is critical for their business model since
each hub delivers to such a small area.
“We largely are targeting young
adults to young families, I would say
ages 23-40,” Trerotola said. “People
who, at some point, need convenience
and speed in their life. Anything from
families who are busy and don’t have
the time to cook for their children to the
young professional who is trying to put
together a recipe and doesn’t have the
time to go grocery shopping for that last
minute ingredient.”
Dimini said Gorillas endeavors to
tap into local knowledge to familiarize
themselves with a city and begin community
engagement.
“This process entails thorough research
into each neighborhood we enter,
from as broad as the customer demographic
to as specifi c as the busiest
intersection in the neighborhood, all for
the purpose of offering an assortment of
groceries that refl ect the specifi c needs
of a community.”
Business models
If the expansion of Fridge No More,
which started operations in Brooklyn
just a year ago, is any indication, shoppers
won’t have to wait long before they
have their pick of delivery apps.
The app, which raised more than $15
million in funding last April, now delivers
to nearly all of Manhattan, from
143rd Street to Thames Street, as well as
Long Island City, Astoria, and Brooklyn
neighborhoods from Greenpoint to Prospect
Lefferts Gardens.
Both apps also carry products from
much-loved local businesses. Customers
buying groceries from JOKR can add
Flatbush-based Justin’s Nut Butter to
their cart, and Gorillas offers meat and
charcuterie from Brooklyn Cured.
Neither app has a minimum purchase
threshold and JOKR doesn’t
charge a delivery fee. Gorillas’ is nominal,
at just $1.80 per order.
Trerotola said JOKR’s prices are
comparable to a traditional grocery
store, if not a little bit lower.
JOKR buys directly from the source,
Trerotola said, often in bulk and at a
discount. With fewer overhead costs because
of the smaller footprint of the micro
warehouses versus a large grocery
store and more control over their stock
and food waste, he said, they can pass on
the money they save to their customers.
“I think we set out, as any startup
does, with a fairly aggressive roadmap
on expansion,” he said. “It was yet to be
seen whether this was something that
took off in a city like New York where
you already have so many convenience
items.”
“To my shock, I think we’ve grown
faster than we ever expected. The demand
has outpaced what we expected,
and I think it has really shown there is
a product market fi t here, and that people
do demand more convenience in this
world, especially when it comes to grocery
shopping.”
Our next story in The Race to Deliver
series will include comparison shopping
between these grocery store apps and
items sold at traditional grocery stores
and supermarkets.
One of the “Fridge No More” locations is on 4th Avenue in Park Slope, Brooklyn.
Photos Gabriele Holtermann
A Fridge No More delivery worker goes on a
run in Park Slope, Brooklyn.
very apps taking over NYC