For Lower Keys residents, the 16-mile span between Sugarloaf and Big Pine, with its low-key and less-commercialized charm, also represents a frustrating gap in delivery services, as national giants like DoorDash and Uber Eats typically stick to the Key West and Stock Island areas.
That void is about to be filled.
Conch Rocket, a new, locally owned venture by Michelle Karen, John ‘Zero’ Campbell and Jami Larson, aims to redefine delivery in this underserved stretch of paradise.
“We saw a real need here,” said Karen, a longtime Keys resident and the driving force behind Conch Rocket. “When I got sick last year and couldn’t leave my house, I realized there wasn’t any way to get good food or essentials delivered unless it was just pizza. Delivery services wouldn’t even come to my area, and if they did, the drivers barely made enough for it to be worthwhile.”
Karen, who runs the child care and elder care business Sit’n in the Keys, envisioned a hyperlocal alternative. She teamed up with Campbell, a developer whose technical expertise and passion for community-driven businesses became the backbone of Conch Rocket’s operation.
“We wanted to build something that benefits everyone,” Campbell said. “National companies draw drivers to the denser, more profitable areas and leave places like the Lower Keys underserved. We’re creating something that’s by locals, for locals. Communication is key for us. When people order, they know exactly when their food is prepared, picked up and on the way. And if there’s ever an issue, they’re talking to one of us, not a call center thousands of miles away.”
Joining them is Jami Larson, who Karen describes as “our everything girl” and “the face of the company.” Her familiar face and community involvement made her a natural ambassador for the business, Karen said.
“I think one of the coolest services we offer is our ‘order ahead’ option,” Larson said. “Customers can order the night before and have their food delivered at a specific time the next day. This is perfect for local boaters or fishermen who want sandwiches ready for their sandbar or fishing adventures the next day.”
Conch Rocket’s business model is designed to treat both drivers and customers better. Customers can order directly from the website or app. They receive email confirmations and text messages tracking the order and delivery process in real-time.
“With us, the drivers earn more on every delivery, and the difference stays in the community,” said Karen. “When you order with the other delivery services here, you’re lucky if your food even arrives, and the driver might take home less than four dollars. With Conch Rocket, the delivery fee varies based on where you live, but always ensures the driver is paid fairly.”
Conch Rocket is currently hiring additional drivers, who must be 18 or older and with valid auto insurance.
For now, Conch Rocket is offering delivery from 13 Lower Keys restaurants, with more being added. They hope to add alcohol and courier services as the business grows.
“We want to crawl before we walk,” Karen said. “Starting small has allowed us to adapt as we go, and ensure everything is running smoothly. Our goal is to serve the community, not just build another delivery app.”
As Conch Rocket prepares for expansion, the founders remain focused on their core mission of meeting local needs, supporting local businesses and enriching the community.
“I was born to serve,” says Karen. “I find areas where people need help, and I do everything I can to fill that gap.”More information is at conchrocket.com or 305-433-7799.
