In the real world applications, motivated by market requirements or the type of services provided, some companies consider reducing waiting time of customer a priority to increase the quality of service. In this work we consider a specific VRP with Time Windows (VRPTW) with the objective of minimizing the service times for customers as a measure of the quality of service provided. To solve this problem we use an adaptation of Particle Swarm Optimization (PSO) metaheuristic for discrete problems named Jumping Frog Optimization (JFO). In the experiments the proposed JFO is evaluated using an current instance of a distribution company.