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Dija promises grocery delivery within 10 minutes with London launch


A bold promise of grocery delivery within 10 minutes, or else free delivery for three months, has been pledged by the founders of neighbourhood delivery service, Dija.
The company has been launched by former Deliveroo director of corporate strategy Alberto Menolascina and Yusuf Saban, chief of staff to the CEO (both pictured) and has received a $20 million seed round investment to support its launch. It will go live in London with hubs in South Kensington, Fulham and Hackney first, followed by Camden Town. It has a target of 20 locations, including Wandsworth, Islington and Mayfair, by summer.

Dija’s dark convenience store hubs are located within densely populated urban areas and carry more than 2,000 products, including branded food and non-perishable items and fresh produce, sold at recommended retail prices. Dija says it uses data to improve efficiency and spot buying patterns so that its customers do not have to put up with substitutions or missing items.

Co-founder and CEO Alberto Menolascina, said he wanted to do away with traditional grocery delivery gripes. “Gone are the days of fighting for online slots, damaged goods and disappointing substitutions. Dija is here to change every hassle we experience with the weekly shop. We are making this time-consuming and unsatisfactory experience simple, speedy and reliable.”

“Grocery stores aren’t designed to facilitate the fast fulfilment of orders, rather they are designed for browsing. We have put a 10-minute delivery speed and consummate reliability at the front and centre. Our hubs are designed so that pick and pack and fulfillment is the fastest possible.”

The 10-minute delivery and no substitution offer applies in the company’s first month of operation.

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