Dija, a brand new 10-minute delivery service from two former senior Deliveroo staff, has been launched in London today.
Off the back of a £20 million seed funding round in December, Dija has launched across London’s South Kensington, Fulham and Hackney today.
The latest addition to the booming rapid delivery sector will launch with a fleet of around 50 riders who will be classed as fully fledged employees, rather than “flexible”, gig economy workers which rivals like Deliveroo and Uber Eats rely on.
It will also dramatically undercut its rivals’ advertised delivery times, offering delivery in just 10-minutes for £1.99, compared to Deliveroo’s 20-minute average.
Dija will deliver groceries directly from suppliers, relying on a network of strategically placed store houses and cutting-edge technology to fulfil orders at breakneck speed.
This not only means that it doesn’t have to rely on third party supermarkets, but because it employs riders directly its fleet can be ready to move at a moment’s notice.
“Our pick and pack doesn’t happen inside traditional retailers and grocery stores,” founder and chief executive Alberto Menolascina said.
“This means that we use both technology but also our own property technology for shelf and space allocation and that allows us to pick and pack an order in roughly in one minute.
“We engage with our riders as workers. It means that we cover their sick pay, their holidays, their pension contribution.
“Our logistical model is much more similar to Domino’s. At the end of the day, they go back to a stationary point. After every delivery they go back to their base.”
Last month the UK’s highest legal authority ruled that a group of Uber drivers must be classed as employees by the company, not independent contractors.
This landmark ruling, which wrapped up a five-year employment tribunal, is expected to have “huge implications” for companies like Deliveroo, Amazon Flex, Door Dash, Just Eat Takeaway and FoodPanda.
Uber, which has seen its Uber Eats takeaway and grocery delivery arm grow significantly during lockdown, could see costs exceeding an estimated £100 million incurred if the ruling becomes a legal precedent.