JOKR

Market position

JOKR entered the ultrafast grocery delivery sector alongside Gorillas, Getir, Gopuff, Flink and smaller New York players such as 1520, Fridge No More, Buyk and Food Rocket. It was among the better-capitalized entrants, reaching a reported $1.2 billion valuation in late 2021 and a stated $800 million post-money valuation at its 2023 Series D. Its CEO has described the offering as closer to a full supermarket assortment than convenience-focused rivals, with traditional offline supermarkets and online grocery services as the main competition.

JOKR combines a broad supermarket-scale assortment of over 10,000 items with both instant and scheduled delivery options, personalization of each customer's assortment, direct procurement and owned distribution warehouses, and an emphasis on local brands and products unavailable in regular supermarkets.

Technology

The app applies algorithms to individual shopping habits — preferred brands, weekly staples and late-night purchases — to personalize each customer's storefront and assortment. The same AI is used to forecast inventory and to plan delivery routing, which the company links to fresher products, lower wastage and fewer item substitutions. Investors have cited data capabilities that optimize inventory allocation and dispatch as a distinguishing element.

Go-to-market

Direct-to-consumer distribution through iOS and Android apps, supported by hyper-local micro-fulfillment centers placed in converted retail storefronts in dense urban areas, with the DAKI brand used for the Brazilian market.

Urban consumers buying groceries, fresh food, convenience items and pharmacy products via mobile app for immediate or scheduled delivery.

Geography

Operations are focused on Latin America, with the DAKI brand serving São Paulo and Belo Horizonte in Brazil. At its 2021 peak the company was live in nine cities across Brazil, Mexico, Colombia, Peru, Poland and Austria, plus New York City, with about 200 micro-fulfillment centers in 15 cities; it later ceased U.S. operations. A German entity in Berlin is listed as the operator of the jokr.it website.

History

The company began operations in the United States, Latin America and Europe in spring 2021 and launched in New York City in June 2021, raising a $170 million Series A in July 2021 followed by a $260 million round in December 2021 at a $1.2 billion valuation. Its founding team included people who had previously built foodpanda and Delivery Hero. In late 2021 it held non-binding acquisition discussions with New York rival 1520 that did not result in a deal; 1520 subsequently shut down. JOKR later withdrew from the United States and refocused on Latin America, and in September 2023 raised a $50 million Series D at an $800 million post-money valuation.

Risks & controversies

The ultrafast grocery delivery market cooled after mid-2021, with capital concentrating in the largest players and smaller rivals shutting down; supermarket industry commentators have publicly criticized the economics of the 15-minute delivery model. JOKR itself exited the U.S. market, and its stated post-money valuation fell from $1.2 billion in December 2021 to $800 million at the 2023 Series D. Acquisition talks with competitor 1520 ended without a signed deal shortly before 1520 wound down, drawing attention to the negotiation.