FreshDirect CEO Looks to Smooth Path, Post Blizzard
A letter from Rick Braddock, chairman and chief executive
of FreshDirect, offered an apology to customers of the online grocery service
for disruptions in service caused by the "sixth most severe snow storm
in the history of the New York area."
While Mr. Braddock’s letter started
out as pretty much your standard response to not being able to make deliveries,
it deviated somewhat by offering recommendations on ways shoppers could help
smooth deliveries as the company continues playing catch up from the storm.
Braddock wrote, "We were overwhelmed by the impact of the storm itself,
and our ability to recover has been impeded by the slow snow removal in many
parts of New York City and the suburbs."
FreshDirect shoppers were advised
to take a number of steps including:
- Placing orders a few days in advance.
- Schedule deliveries Wednesday through Friday when fewer orders go out.
- Take advantage of discounts offered for deliveries made during less busy
- Signing up for FreshDirect’s Unlimited Delivery Pass, which enables customers
to pay $59 for six months or $99 for a year to receive deliveries without
any additional fees.
Discussion Questions: On balance, are blizzards and other extreme weather
conditions a bane or boon for online grocers? What do you think of FreshDirect’s
response in the aftermath of the large storm that hit its market area in the
New York City metro region?