When the Englewood-based Korman brothers, Ari and Josh, started Cinch five years ago, never could they have imagined the direction their business would take in 2020. When they first launched, the business model was simple: provide a great selection of bulk-sized groceries from favorite warehouse-club stores at affordable prices with no contracts, memberships or minimums, with free delivery. Now, they have merged with On Time Coffee, a local business owned and managed by Steve Appelbaum. They will continue to operate together under the Cinch banner.
“We are very excited to welcome Steve Appelbaum to the Cinch family. He’s been in the coffee, water and paper supply business for almost 30 years,” said Ari. “His industry experience is invaluable to what we do. We were instantly drawn to his focus on customer service and knew he’d be a perfect fit for the Cinch team. We’ll now be able to offer his line of three- and five-gallon water jugs, as well as his extensive list of other products.”
Applebaum added, “I’m excited to be joining a dynamic team. As a combined company, our synergies allow us to do more for our customers and bring new ones into the fold.”
This new partnership will allow them both to do so much more for their customers. And it gives Cinch a stronger market position. Until now On Time Coffee did not have a website. Now, their products will be on the Cinch website and customers can order online.
The Cinch website was recently updated, and additional tweaks are on the way. “We have upgraded and enhanced the site based on direct customer feedback,” Korman told The Jewish Link. “We listen to our customers. They wanted a smoother online ordering process; we are implementing one. We are also always looking for ways to make ordering even easier. Customers can now WhatsApp us in addition to all our other ordering channels. People are always looking for unique items. We have a customer service team and product development team available to help locate those items. And if we don’t have them, we’re happy to work with anyone to find those items.”
One of the unique features of the Cinch service has always been their ability to not only deliver the grocery items to a customer’s home but to even unpack everything (not just food) wherever in the house the customer wanted it. With COVID-19, this service had to be modified to contactless deliveries—dropping off the groceries wherever the customer would like outside the home. Josh shared, “We are now developing protocols for re-entering peoples’ homes and will soon be offering in-home deliveries again. Our deliverymen wear mask and gloves and our vans are sanitized frequently.”
Cinch delivers Monday through Friday in Bergen and Passaic counties and this week, they officially launched delivery to Rockland county as well.
With Rosh Hashanah just around the corner, look for holiday specials on the Cinch website and Instagram. Naturally, there will be apples and honey, but they will also provide quick and easy recipes. Look for an easy apple pie recipe parents can make with their kids as well as fun activities to occupy the kids if they are home.
By Sara Kosowsky Gross