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Fresh Direct Case Study

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Fresh Direct Case Study
Fresh Direct Case Study
FreshDirect
23–30 Borden Avenue
Long Island City, New York 11101
U.S.A.
Telephone: (718) 928-1000
Fax: (718) 433-0648
Web Address: https://www.freshdirect.com/
Business Type: Online Grocery
Private Owned Company
Background – History
FreshDirect on-line grocery was founded in 1999, by Joe Fedele, and Jason Ackerman. Started as an on-line option to traditional grocery stores, the company specializes in delivering a wide variety of about 5,000 items. Sales of such things as fruits, vegetables, seafood, prepared entrees and sides, coffee, meat products, deli and cheese products, and bakery items, are just a small part of what the company markets. The company provides same day as well as next-day delivery to some 600,000 customers or more, making over 45,000 deliveries per week in the greater New York City metropolitan area. Typical neighborhoods it serves; Manhattan, Brooklyn, Riverdale, Queens, Staten Island, Connecticut, Long Island, New Jersey, and Westchester County.
Proud of its motto concerning the company, it states, “Our Food is fresh, our customers are spoiled….. Order on the web today and get next-day delivery of the best food at the best price, exactly the way you want it with 100% satisfaction guaranteed.” With a solid commitment to customer service, FreshDirect has solidified its presence in the online grocery business, partly through its partnership with farmers and artisans. Having this direct partnership allows the company to maintain strict quality control over the products offered to customers. As with many ventures, however, there were bumps in the road, with the company recovering much of its losses after an immigration audit, creating a crisis in 2007. The company has managed to weather those storms to remain a viable online grocery store.
In addition, FreshDirect hopes to extend its services to low-income customers. With that, the company is looking at expanding its customer base to include customers who
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