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apps taking over New York City
ly located to target a specifi c neighborhood,
reaching a dense population,” he
said. “We only place a warehouse if we feel
fully confi dent that we can deliver to the
specifi ed radius on time. Th at said, larger
neighborhoods have two warehouses
if necessary, and customers must physically
be within range 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.
“Th is 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
off ering 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.
Th e app, which raised more than $15
million in funding last April, now delivers
to nearly all of Manhattan, from 143rd
Street to Th ames Street, as well as Long
Island City, Astoria, and Brooklyn neighborhoods
from Greenpoint to Prospect
Leff erts 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 off ers 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, oft en in bulk and at a discount.
With fewer overhead costs because
of the smaller footprint of the microwarehouses
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. Th e 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 Th e Race to Deliver
series will include comparison shopping
between these grocery store apps and
items sold at traditional grocery stores
and supermarkets.
The Race to Deliver
One of the “Fridge No More” locations is on 4th Avenue in Park Slope, Brooklyn.
One of the “Fridge No More” locations is on 4th Avenue in Park Slope.
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