I want it, and I want it now! A new spin on online delivery

Do you remember the day, seemingly such a long time ago, when an online delivery service called Amazon announced that you could order and guarantee a next day delivery
(+ movies thrown in too)? And how impressive that seemed?

Well now Prime seems perhaps a little sluggish and, if you live in the right location, you can now almost see the delivery driver approaching your house when you click ‘Submit order’, as a raft of companies are now emerging offering food deliveries in a 10 minute delivery timeslot to demanding shoppers.

Germany start-up delivery operator Gorillas has launched in London and promises your groceries in 10 minutes.  It claims to be ‘faster than you’ and that it is going to redefine convenience retail.

Another named Dija has been set up by ex Deliveroo employees and claims it will be able to reach 3 million consumers by the summer. A new entrant from Turkey, Getir conveniently sounds like ‘Get here’ although according to The Grocer it is in fact the Turkish word for ‘bring’.

The interesting twist in model they bring is the fact that they run their own mini food hubs (rather than supplying direct from stores like Deliveroo and Uber Eats), and buy from wholesalers or even direct from suppliers to preserve margins.  They recognise that time is everything and for Dija an 11 minute delivery is not good enough and will give the shopper 3 months’ worth of free future deliveries .

According to Kantar, online grocery market share reached 15.4% in the 4 weeks to end February 2021.  Those who shop online complete 65% of their total grocery spend online.