Instant Grocery Services Find Fast Lane to New Yorkers’ Fridges

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Instant Grocery Services Find Fast Lane to New Yorkers’ Fridges
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Some New York City startups are delivering groceries in 15 minutes or less, with no minimum purchase, decent prices and service that lives up to their speed guarantees

My doorman and I were both gawking at the full bag of groceries that had just been dropped at my building lobby by Gorillas—a new service promising delivery in 10 minutes or less.It really is. And Gorillas, which launched here May 30, is just one of several instant grocery services now operating in New York City. I recently tested three including JOKR, which launched June 3, and Fridge No More, which launched last October.

The secret to the instant-delivery services’ speed is the neighborhood hubs they’re opening throughout the city.Gorillas’ average delivery time over three orders was 7.5 minutes. Fridge No More, which promises 15-minute delivery, averaged 9 minutes. My single order from JOKR, which also promises 15-minute delivery, came in 13 minutes.

I compared prices from all three services on 33 items I typically buy from my local Key Food supermarket. Gorillas had the lowest price most often, but in every case, the total bill was similar to what I’d pay at the grocery store. The three disappointed when it came to selection, however. Unlike a supermarket, which typically stocks at least 10,000 different products, the instant-delivery services generally stock 2,000 to 3,000 different items. And they seem to favor the premium-organic-artisanal crowd. If you’ve got more plebeian tastes like myself, you may not find what you want.

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