Pavel Danilov, Fridge No More
by Benjamin Fang
Jan 26, 2021 | 845 views | 0 0 comments | 141 141 recommendations | email to a friend | print
Before the pandemic, serial entrepreneurs Pavel Danilov and Anton Gladkoborodov began discussing the idea of launching a new hyperlocal grocery delivery service in Brooklyn.

Danilov, who was an early investor in a similar delivery service company in Russia that was successful, noted that this model is already in place in international markets like Turkey, China and parts of western Europe.

Pre-COVID, the co-founders began developing the software for their new company, Fridge No More, and looked for suppliers. In March, the pandemic struck, which actually made them move faster to raise money and launch the service.

“People just don’t go out anymore and prefer not to spend time in stores and supermarkets,” Danilov said. “It helped us to start, and it also increased the value of the service for customers.”

To use Fridge No More, customers download the app, register an address within the delivery area, and start selecting groceries to be delivered. The service delivers within one mile from one of their warehouses, with an average delivery time of just 10 minutes.

So far, Fridge No More has “cloud stores” in Williamsburg, Park Slope, Gowanus and Carroll Gardens. Danilov said the feedback from customers has been supportive.

“We have a lot of fans,” he said.

Fridge No More places an emphasis on local brands because customers “have a certain respect for that,” Danilov said. He said the delivery service is not only fast, but also provides a wide selection of vegetables, dairy, fruits, meats and cheeses.

Though the company just launched last year, Danilov said their goal is to expand in Brooklyn to neighborhoods like Prospect Heights, Fort Greene, Downtown Brooklyn, Brooklyn Heights and Bushwick.

“We actually get requests from other places,” he said. “Their friends told them about us.”
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