"As avid users of Uber, GrubHub, Amazon Prime and other similar on-demand services, we were enchanted by the idea of being able to get what we wanted with the tap of a button," Nadel told CNBC.
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Klink is a free app and website that allows its customers to order beer, wine, and spirits on-demand for delivery in under an hour.
The orders are dispatched to, and fulfilled, by licensed retailers. "Our retail partners pay us a fee for the orders we send to them. There are no markups on Klink, so customers pay exactly what they would in the retail store," said Nadel.
Nadel was recently given 30 seconds to pitch his company to Shark Tank's millionaire investor, Kevin O'Leary. "Mr. Wonderful" was impressed, but speculated about the incentive for retailers to use a middle man that cuts into its margins.
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"We give our retail partners business that they would never get before," said Nadel. He claimed liquor stores are used to getting walk-in traffic from loyal customers, but Klink could open up those businesses to a larger out-of-area customer base that would never actually make it to the store's location.