Case Study
Groove On-Demand
Urban
Microtransit
7 vehicles
233%
growth in weekly ridership between March and October 2022
4.1
utilization as of October 2022, up 2x from March
990
monthly unique riders in October 2022, up from 292 in March
Overview.
Groove On-Demand, launched in February 2021, is an on-demand microtransit service that provides transit access to Memphis’ central areas, including Downtown Memphis, the Medical District, and New Chicago. Supported by a partnership between the Memphis Area Transit Authority, the Downtown Memphis Commission, and the Memphis Medical District Collaborative, the service originally operated 7am-9pm on weekdays, yet requests for rides outside of these hours soon made it clear that there was a demand for greater coverage in the early mornings and at night. Hospital workers, who often commute at unusual hours, make up a large portion of the rider base. Plus, 30% of surveyed riders said that commuting is their primary use case.
Solution.
In March 2022, Groove On-Demand expanded its weekday service by 2 hours, from 6am to 10pm, and added 6am-10pm weekend service hours.
Ridership has grown continuously since the expansion went live, doubling from 500 weekly rides in the week before the expansion to 1,089 weekly rides one month later. Groove On-Demand continues to break record after record, most recently with a daily ride record of 359 rides on November 16. As ridership grows, the service has also become more efficient — utilization, or the number of passengers per vehicle per hour, has doubled since the expansion to 4.1.
Qualitative feedback has been overwhelmingly positive as well, with many riders expressing gratitude for the ability to commute, get to doctor’s appointments, and run errands conveniently and affordably.
It has been a great service. It has taken the stress of daily commute to work out of my life! The flexibility it provides for getting rides throughout the day enables productive use of my time.”
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