Dija acquires Cambridge-based delivery startup Genie

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Dija acquires Cambridge-based delivery startup Genie to expand its 10 minute grocery service across the UK 

  • Rapid delivery service Dija is transforming how people buy groceries with its ultrafast 10-minute delivery guarantee
  • Up to 40% of orders are from repeat customers and the service has a 95% customer satisfaction rating 
  • To support the expansion of its services across the UK, Dija has closed a deal to acquire leading Cambridge delivery startup Genie under which Genie’s founders will join the Dija team immediately 

17 March 2021, London: Dija, the ultrafast grocery delivery service that promises to deliver in 10-minutes, is today announcing it has closed a deal with Cambridge-based Genie. Founders Tim Chan and Callum MacBeth will join the Dija launch team to support growth outside of London. 

Established in 2020 by former Deliveroo executives Alberto Menolascina and Yusuf Saban, Dija is set to become the leading neighbourhood delivery service in the UK. By combining an innovative platform with a powerful data-driven approach to efficiency and hyper-local warehouses, Dija builds on the success and popularity of food and grocery delivery services but ups the ante with a guarantee of speed and reliability. If an order doesn’t arrive in 10 minutes, Dija will deliver for free for the next three months under the terms of their no quibble 10-minute turnaround guarantee.*  

With four warehouse hubs already operating in South Kensington, Fulham, Islington and Hackney, Dija is ensuring that customers can access the groceries they want on-demand, when they need them, without having to put up with substitutions or missing items. Busy parents who are balancing work and homeschooling and those who are self-isolating are already relying on Dija, with up to 40% of daily orders being placed by returning customers. The service has an average customer satisfaction rating of 95%.

By summer 2021, Dija will be operating a further 20 hubs across the capital, covering over 3 million people. However, its ambitious plans to transform the way customers shop are not just limited to London. The company plans to bring its revolutionary service to customers across the UK and Europe by the end of the year. 

Welcoming Genie to the Dija family 

Launched in 2020, Genie has rapidly gained traction among the local community by offering delivery of snacks, drinks and everyday essentials in 15 minutes or less with late-night opening hours. The company was founded by Tim Chan and Callum MacBeth, together with technology team Raymond Siems, Evan Martin and Wilson Griffiths. 

Dija was impressed with the Genie team and the service it had built in a short amount of time, which is why the Genie founders are now joining Dija to support the company’s expansion across the UK, starting in Cambridge. 

Dija co-founder and CEO Alberto Menolascina said:

“The grocery delivery space is going through its biggest shakeup in decades. Our ultrafast delivery service is changing the way people shop, helping to free up customer time and ensure they can get what they want when they want it. But our ambitions aren’t limited to inside the M25. I’m delighted that Tim and Callum are joining the Dija family to ensure more people can access this reliable and efficient service across the UK and Europe.”

Genie co-founder and CEO Tim Chan said:

“We’re excited to join forces with the team at Dija and continue our shared mission to bring everyday items to your door in a matter of minutes. For our existing customer base this deal means access to more products, better prices and even faster delivery times. We’ve had a tremendous response in Cambridge so far, and look forward to bringing Dija to many more regions across the UK in the coming months.” 


*Dija’s 10-minute delivery offer applies only in its first month of operation.

Contact: Antonella Scimemi/ Amelia Heathman

[email protected] 07530 815018

[email protected] 07725 912602

About Dija:

Founded by Alberto Menolascina and Yusuf Saban in 2020, Dija is building the next-generation solution to revolutionise grocery shopping. Dija customers will be able to order groceries and have them delivered in 10 minutes from local hubs. Dija is backed by Blossom Capital, Creandum and Index Ventures. Download the Dija app from the Apple App Store and find Dija on Twitter (@Dija_Now), Facebook (DijaNow) and Instagram (@Dija_Now).

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Safiya Marzook

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