Photography courtesy of Food Pedalers
Food Pedaler owner Tim Kiefer and Alex Ward, who will lead downtown St. Louis deliveries.
Online food delivery services are on the rise and a St. Louis–based company is trying to set itself apart from the pack with a new hyper local business model.
Food Pedaler, which owner Tim Kiefer launched in 2013, is expanding through neighborhood-based ownership. The company currently operates in Downtown and the Central West End, delivering food by bike from local restaurants such as Shake Shack and Gioia’s Deli to residences and businesses.
Under its new model, Food Pedaler will expand to other neighborhoods in St. Louis and name an owner to oversee operations in each one. The Grove, South Grand, and Shaw are potential neighborhoods for delivery, Kiefer said.
“We were growing well and organically. I realized that a model of independently owned teams and neighborhoods would not only mean that I’m not actively involved in every neighborhood every day, it also reflects what makes us special,” Kiefer said.
Kiefer recently approached Alex Ward to lead the downtown neighborhood delivery service. Ward previously worked as a pedaler for the company in the Central West End.
“From here, we’re going to increase awareness about our business and what we can do for the neighborhoods. There’s so much potential in St. Louis for more bike delivery. We’re a small local business within the neighborhood with a local feel,” Ward said.
Food Pedaler’s local focus could help the company distinguish itself from other online and app-based delivery services. Many delivery services charge up to 30 to 35 percent of the total ticket in fees, a number that some customers find hard to stomach.
Food Pedaler charges between a $3.99 and $5.99 delivery fee, basing the fee on distance. For example, a customer who places an order from a restaurant close to their business or residence will incur a $4.99 delivery fee, or in some small cases, a $5.99 delivery fee.
“My goal is not to be the largest food delivery service in the world or be all over the place, it’s to provide really excellent service,” Kiefer said. “We have a reputation for showing up, which I think is the minimum that should be expected in this industry, but it actually surprises people.”
Still, Food Pedaler knows that it needs certain marketing and mobile options to stay abreast of the competition. “Very soon we’ll have a mobile app and that will hopefully increase our business,” Ward said.
