Postmates Launches 15-Minute Delivery Service

Popular delivery service Postmates has launched a new service specifically for users in the South of Market Street (SoMa) area of San Francisco that promises to deliver lunch items within a blazing-fast 15 minutes. Users interact with the new service, called “Pop,” via a branded icon within the regular Postmates app, choosing from selections of items pre-stocked in their drivers’ vehicles.

Mobile app developers take note: localized offerings aren’t just for niche companies anymore. Turning users into evangelists creates a competitive edge in startup growth. Nothing generates evangelists like special treatment. Reactions to Pop have been glowing, putting Postmates in a great position to hone the logistics of their new service before rolling it out with their larger user base.

“For the initial launch, Pop will focus on lunch specials, but over time we envision this product being used for non-perishable items as well,” reads the Postmates blog, which also reports average delivery times of around seven minutes.

Postmates isn’t without competitors, as media sources have been quick to point out, at least in the San Francisco area. Other mobile app-based models like Munchery, Spoon Rocket and Caviar Fastbite offer similar services. Pricing is competitive and similar across the board, hovering around $10-$15 for lunch items including service fees. The delivery fee for Pop lunch specials is currently a flat $1.99.

Cutting pickup times by offering pre-stocked items is a relatively new idea, and it seems likely that the company that can stick to delivery time promises across a wider area will take the largest share of the market. For Postmates, starting small and building out seems like an excellent strategy for keeping their users excited while also keeping their trust.

Delivery services offer unique challenges in comparison to contractor-free sharing economy apps. For iPhone app developers in San Francisco and elsewhere, working around the issues that plague traditional delivery businesses can result in big wins.