New York Delivery Startup Relies on Electric Bikes

Fledgling grocery provider promises delivery in 15 minutes.

October 08, 2020

NEW YORK—Fridge No More, a New York City grocery startup, has launched an electric bicycle delivery service in the Williamsburg neighborhood of Brooklyn, reports Currently, orders are limited to a one-mile radius, the company reported, and customers will receive their orders within 15 minutes. 

Delivery, via Fridge No More’s electric bicycle couriers, is free “even if you only order an apple,” and the company’s mobile app claims that prices match grocery outlets, although the inventory is somewhat limited with only 800 items. Fridge No More plans grow to about 3,000 items and expand in New York. The service will be available to the Park Slope area of Brooklyn later this month. 

Since the coronavirus pandemic hit in March, millions of shoppers have acclimated themselves to the world of online grocery delivery. Approximately 40 million Americans, or 31% of U.S. households, used online grocery delivery or pickup in March, and 26% of them were taking advantage of the services for the first time, according to a study by Brick Meets Click and ShopperKit. That growing demand for delivery services has created opportunities for new players like Fridge No More.

Convenience retailers such as 7-Eleven have pushed deeper into quick fulfillment, seeking to route on-demand meals and snacks to shoppers, and DoorDash recently launched its own online c-store format. In London, the startup Weezy is offering 15-minute delivery in two districts.

However, consumers have been frustrated with high delivery fees charged by third-party delivery platforms, as well as late deliveries. For shoppers, delivery speed is vitally important, according to data from micro-fulfillment company Takeoff Technologies.