Online grocer FreshDirect here said Tuesday it is expanding its delivery service to the Philadelphia market effective Oct. 1.
An online storefront for local residents of the city, located about 100 miles from FreshDirect’s warehouse/headquarters here, was scheduled to open on Tuesday. Prospective customers will be able to register, shop and schedule deliveries.
The expansion comes on the 10th anniversary of FreshDirect, which began by serving a small section of New York City and has since expanded to include a wide swath of the city and several suburban areas in New York and New Jersey.
“Philadelphia is an ideal city to expand our service due to the cultural pride, movement toward healthier eating and a growing community of young professionals and families living in the city,” said Jason Ackerman, cofounder and chief executive officer, FreshDirect.
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FreshDirect will initially launch in eight central Philadelphia ZIP codes, with plans to expand throughout the greater Philadelphia region in 2013. The eight ZIP codes include the following neighborhoods: Rittenhouse, Logan Square, Washington Square, Old City, Society Hill, Bella Vista, Queen’s Village, Graduate Hospital, Grey’s Ferry, Fairmount, Art Museum, Spring Garden and Northern Liberties.
Current Phildaelphia market-share leaders are Supervalu-owned Acme and Ahold-owned Giant of Carlisle, Pa., with a grocery share of about 16% and 15.6%, respectively, according to Metro Market Studies.
Separately, the New York Times reported this week that FreshDirect is launching a new ad campaign focusing on the quality of its food and the ease of shopping online vs. alternatives — such as fighting a bear for fresh salmon. The effort marks a departure from previous efforts focusing on discount-based incentives, the article stated.
via FreshDirect Expands to Philadelphia | Retail & Financial content from Supermarket News.