One problem that Florence faces is the lack of transportation options at night. This is especially an issue for women, who might feel unsafe traversing the city streets on foot. Taxi Rosa aims to fix this matter by offering women priority discount service at night.
By calling +39 055 439 000 (easily remembered by tacking on two zeros to the usual taxi number) between 10pm and 4am, women will have priority access to taxi service at a 10% discount.
4390 Taxi decided to implement this service when they realised that 60% of taxi requests came from women, who would rather not travel alone at night.
“We wanted to simplify Taxi Rosa’s user experience with a telephone number which is more easily remembered,” says 4390 Taxi president Claudio Giudici. “This preferential service, together with Taxi Maman (priority service for women giving birth) and Davanti Casa (taxi drivers waiting for women to enter their home before leaving), is another initiative centred around women, who can’t take advantage of bus service at night, or don’t feel safe using it.”
