In August 2019, SHOCAL launched in Urmston, a town in Greater Manchester. The idea was simple: create a delivery platform that actually worked for independent businesses.
Today, we operate in Manchester, Liverpool, Birmingham, Coventry, Canterbury, Milton Keynes, Doncaster, and beyond. Here is how we got here.
The Early Days
SHOCAL started as a conversation between neighbours. Max Thorley, an NHS web developer, and Ashley Washington, a local florist, were frustrated by seeing independent businesses struggle against big chains and platforms.
Max built the first version of the app in his spare time. They launched locally, signed up a handful of shops, and started delivering.
Then COVID Hit
When lockdown arrived in March 2020, everything changed. Suddenly, people needed delivery more than ever, but the big platforms had long wait times and limited availability.
SHOCAL could still deliver. We were small, nimble, and focused on local. While Ocado had four-hour queues, we were dropping off orders within the hour.
Downloads surged. Hundreds of new shops signed up. What had been a slow build became rapid growth.
The Franchise Model
To expand while staying true to our local focus, we developed a franchise model. Local entrepreneurs run SHOCAL in their city, bringing knowledge of their area and genuine investment in their community.
Each franchise is owned and operated by people who live there. They are not corporate managers following a playbook; they are neighbours building something for their high street.
What is Next
We are continuing to expand across the UK, but always carefully. We only launch in a new area when we have the right local partner and enough businesses ready to join.
Our goal is not to be everywhere. It is to be brilliant wherever we are.
