Riding record-high demand for online grocery and billions in investor funding, startups like Gorillas have quickly built out instant delivery services in Europe, touting delivery of groceries and convenience goods in 15 minutes or less.

A few companies like Fridge No More and 1520 have begun offering speedy delivery in New York City, which, with its high density of affluent consumers, serves as a logical landing zone for the concept in the U.S. Now, Gorillas aims to test the market with its 10-minute offering.

Founded just last May, Gorillas operates “micro warehouses” that serve a tight delivery radius and rely on a fleet of couriers riding electric bikes. The company reportedly plays hardcore techno music inside its warehouses to keep energy levels high among its riders. The company will charge a delivery fee of $1.80 per order when it launches in Brooklyn later this month, with no order minimum, according to a Business Insider report. Its warehouses will carry between 2,000 and 2,500 products covering convenience and standard grocery items, including local brands like Black Seed Bagels and OddFellows Ice Cream.


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