goPuff, the 'Wawa on Wheels' start-up, is doubling its delivery zone in Northeast Philly

GoPuff is doubling down in Northeast Philly. 

After adding more outlying areas last August, the 24-hour, app-driven online demand delivery service that delivers anything from toothpaste and ice cream to detergent and dog food to your home, announced Thursday that it will double its coverage area in the Northeast. 

The expanded borders for goPuff’s Northeast delivery zone are now: Red Lion Road to the north; East Cheltenham Avenue to the south; east all the way to the water; and Pine Road west to the city line. It had previously delivered up to East Somerset Street. 

On Thursday through Memorial Day, goPuff will deliver in the extended area from noon to 4:30 a.m., seven days a week, and will be available 24/7 after Memorial Day. 

“We are really excited to increase our influence in the Philadelphia region,” cofounder Rafael Ilishayev said Thursday. “As a Philadelphia-based company, we want to make our service accessible to everyone in the region.” 

Ilishayev and co-CEO Yakir Gola, both 24, are former Drexel University undergrad roommates who came up with the delivery concept in 2013 after growing tired of driving college friends to nearby convenience stores late at night for basic items.

Ilishayev and Gola — who were recently named to Forbes’ 30 Under 30 2017 list in the Retail & E-commerce category — have said their service is aimed at taking out Wawa  to become the undisputed convenience king.

The start-up added alcohol delivery in select markets in 2014, including New York City and Philly Metro under two subsidiaries, GoBeer and GoBooze.

It hopes to deliver beer in Northeast Philly with a rollout over the next few months.

GoPuff warehouses more than 3,000 products, ranging from snacks, drinks, and ice cream to home goods, pet supplies, and electronics, all delivered in 30 minutes or less. It stores much of its merchandise in a 30,000-square-foot warehouse on North 12th Street. 

Besides Philly and Manayunk, it serves 15 other major U.S. markets: Atlanta, Ga., Austin, Texas; Boston; Chicago; Columbus, Ohio; Denver, Colo; Newark, Del; New York; Phoenix; Pittsburgh; Portland, Ore.; Seattle; State College; Tucson, Ariz; and Washington, D.C.

The last area to join was Delaware, at the beginning of May. The next confirmed city to get goPuff is Syracuse, at the end of summer.

The co-CEOs say their rapid expansion has been made possible by revenue increases of 25 percent month-over-month since its debut in 2014.

GoPuff has a flat $1.95 delivery charge, which is waived for orders over $49, with zero surcharges.

Millennials are the targeted demographic, with 25 to 26  the average age of those using the service.

All orders are accessible through the goPuff mobile app (iOS and Android) or website, where a customer types in an address, then scrolls through the products in about 20 categories, to pick goods.

In mid-August, goPuff deliveries arrived at homes in Manayunk, Roxborough, and the Main Line for the first time. Before that, the service had been available in the Philadelphia region only to those who lived or worked in Center City.

Ilishayev said earlier this year: "Our whole thing is to be the most affordable and quickest delivery service — convenience at no added cost."