The promise of a 10-minute delivery slot became a focal point during a recent nationwide strike by gig workers. The fast-delivery option stirred debate about safety, fairness and practicality. Company founder Deepinder Goyal pushed back on criticism, saying the short window is made possible by the density of stores rather than by asking delivery partners to drive faster.
Why 10-minute delivery raised alarms
For many gig workers and safety advocates, a 10-minute delivery claim sounded like a pressure tactic that could encourage unsafe driving and unrealistic expectations. During the strike, workers highlighted broader grievances — pay, work conditions and algorithmic targets — and pointed to ultra-fast delivery promises as a symptom of those pressures.
Key concerns raised
- Road safety: Faster deliveries may increase the risk of accidents if riders feel rushed.
- Unrealistic targets: Very short time windows can make it hard for delivery partners to meet goals without compromising other aspects of service.
- Workload and pay: Workers worry short promises increase task density while pay and protections remain unchanged.
The company’s explanation
Deepinder Goyal argued that the 10-minute promise does not rely on delivery partners driving faster. Instead, he said it is feasible because of high store density in many urban areas. In his view, having many outlets and strategic fulfillment points close to customers reduces travel time, allowing orders to be completed quickly without compromising safety.
What density means in practice
- Shorter distances: More outlets and dark stores close to demand centers reduce rider travel time.
- Pre-positioned inventory: Certain items or prepped meals can be held nearby to speed up handoffs.
- Smart routing: Algorithms can assign nearby orders and batch deliveries to cut down overall time.
How last-mile logistics can deliver faster without speed
There are several logistics and operational strategies that support very fast delivery windows without compelling riders to take risks:
- Micro-fulfillment centers: Smaller warehouses or dark stores inside high-demand neighborhoods.
- Cloud kitchens and partner density: Multiple kitchens and store partners clustered in urban pockets.
- Predictive ordering: Using data to prepare likely items in advance, reducing on-demand prep time.
- Efficient matching: Algorithms allocate the closest available rider and batch compatible orders.
Responses from workers and business observers
While operational changes can reduce delivery time, many gig workers remain skeptical. They say speed promises often translate into higher pressure and stricter performance scoring, affecting earnings and job security. Business observers point out that ultra-fast delivery also shifts customer expectations and forces competitors to respond, which can compress margins.
Business and regulatory implications
Fast-delivery promises carry consequences beyond marketing. Companies must balance customer demand for immediacy with rider safety, sustainable unit economics and regulatory scrutiny. Regulators and policymakers may look more closely at how delivery targets are set and whether they indirectly push workers toward unsafe behavior.
What could ease tensions
Addressing the debate will likely require multiple steps:
- Greater transparency about how delivery times are calculated and what conditions apply.
- Improved pay structures or incentives that reflect the true cost and risk of faster deliveries.
- Investment in local fulfillment infrastructure to genuinely shorten distances rather than shift risk.
- Clear safety guidelines and technology that avoid incentivizing unsafe driving.
The 10-minute delivery promise highlights the trade-offs in modern last-mile logistics: customer convenience versus worker safety and business sustainability. How companies, workers and regulators navigate those trade-offs will shape the next phase of on-demand delivery services.