Within 10 minutes: “Gorilla” grocery delivery service debuts in some Brooklyn districts

Brooklyn-German e-commerce startup wants to disrupt New York City’s grocery market and deliver to customers’ apartments in less than 10 minutes.

Founded in Berlin last year and now available in more than 25 European cities, the gorilla will begin delivery in several parts of Brooklyn this month. Brooklyn is the first location in the United States for gorillas and will expand to Manhattan next month. According to the company, it aims to relocate to other major cities in the United States in the future.

Gorillas has a small warehouse within range and stocks a limited selection of merchandise, including approximately 2,000 groceries and essentials. Charge the customer a shipping fee of $ 1.80 for the order. There is no minimum order size for you.

The company is confident that it is the right time to enter the United States.

According to retail advisory and research firm Coresight Research, online grocery stores with a significant increase in pandemics increased 81% to $ 55.5 billion in 2020.

“The industry has experienced a long postponed impetus for e-commerce and will stay here,” Gorilla CEO and co-founder Khan Sumer said in a statement Monday.

Gorilla faces fierce competition in New York, and shoppers can quickly get food and basics in their local Bodegas.

Other e-commerce startups such as the Fridge No More and the 1520 offer similar delivery times to Gorillas in New York City, but Instacart, FreshDirect, and Amazon have far more products than Gorillas can offer from the mini. Is delivered on the same day. -Warehouse.

“This isn’t a game changer,” said Phil Lempert, a grocery analyst and founder of Supermarketguru.com, about the gorilla’s entry into New York City.

He sees consumers using other on-demand grocery delivery apps such as Gorillas, Fridge No More and 1520 for emergencies while cooking-someone baking a cake and pizza. Forget that you’re not running out of frosting or chili flakes when cooking a true alternative to large trips to grocery stores or full stock orders online.

According to Lempert, New York City is one of the only US markets capable of handling gorillas and similar services due to its dense neighborhood. And he’s not sure if these apps can make a profit unless he charges the shopper for a high shipping fee or the brand for inventory of the item.

There are also labor costs. Unlike most food and grocery delivery apps, Gorillas employs all bike riders who deliver customer orders directly. In New York City, gorillas offer them a minimum wage of $ 15, medical care, benefits, and bicycles and equipment. Some European gorilla riders are reportedly trying to form a union.

Gorillas raised $ 290 million in its latest funding round in March. The company is reportedly seeking to raise additional funding with a valuation of over $ 6 billion. The gorilla refused to comment on the evaluation.

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Within 10 minutes: “Gorilla” grocery delivery service debuts in some Brooklyn districts

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