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Another delivery service is offering ultrafast service in New York City.

Istanbul-based Getir said yesterday that it has launched operations in New York, having completed what it said was a successful test in Chicago.  Boston is next on the company's list of target cities, with plans to do business in coming weeks.

Here's the Getir pitch:

"The company revolutionized last-mile delivery to customers with its 10-minute grocery delivery proposition, offering approximately 2,000 everyday items from chocolate to soft drinks, dairy to cleaning materials, and chips to pet food. Getir was founded in 2015 as the world’s first ultrafast grocery delivery service in Istanbul and has grown rapidly in recent years. With the company’s launch in the United States, Getir is now operational in nine countries worldwide, paving the way for further global expansion of the ultrafast grocery delivery category. Getir’s delivery model and emphasis on prompt service helps customers save time so they concentrate more on the things that matter most to them. This year alone, Getir has raised over $1.1 billion in funding, valuing the company at $7.7 billion.

"Getir offers its riders and pickers both full time and part time job options. The company is committed to offering employees exemplary working conditions and making safety a top priority, and riders are provided high quality helmets and protective equipment along with their ebikes and emopeds. Additionally, riders receive comprehensive training and driver safety courses."

Getir says it will be operating in Manhattan, Brooklyn, and parts of Queens, with continued expansion in the coming weeks;  its hours are 8 am to midnight.

KC's View:

In the words of the great Jimmy Durante, "Everybody wants to get into the act."

(And yes, I realize that I instantly date myself with this reference.)

I get that everybody wants to offer faster service than the next guy, and everybody thinks speed will be the great differentiator.

While I still think that too many people are confusing "speed" with "frictionless," and that the latter is more important than the former, my even bigger issue in this case is that it is hard to imagine that any of these people evert have driven in New York City, much less bicycled its streets or navigated its sidewalks.