FreshDirect Delivers Ahead of Expectations

Discussion
Feb 13, 2003
George Anderson

By George Anderson


FreshDirect, an online grocery home-delivery service operating in New York City has announced that it is now filling more than 2,000 orders per day and adding approximately 3,000 new customers a week.


The company currently operates in select neighborhoods on the island of Manhattan. It claims “over 15% of Manhattan’s east side has become FreshDirect customers.”


FreshDirect expects to have its service available citywide by the end of the year. The company is currently offering new customers $50 worth of free food on their first order.


FreshDirect operates out of a 300,000 square foot facility in Long Island City
and it delivers fresh groceries to consumers and businesses with a delivery
charge. The company requires a $40 minimum order, except on its new customer
offer.


Moderator’s Comment: Has FreshDirect hit upon a successful
formula for urban online grocery retailing?
[George
Anderson – Moderator
]

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