Miscellaneous

FreshDirect Thinks I'm Trapped Inside My Apartment

By jeremyblachman

From an e-mail they just sent:

A Note About The Potential Doorman Strike

Dear Jeremy,

Over 28,000 doormen, elevator operators, porters and other residential building employees have indicated that they will strike at 11:59 p.m. Tuesday, April 20, 2010, if agreement is not reached on the terms of a new collective bargaining agreement.

A strike may impact FreshDirect orders scheduled for delivery Wednesday, April 21 and beyond. We encourage customers in potentially affected buildings to stock up now and schedule delivery for Tuesday or sooner.

Hold on just a second now -- they're saying that because there might be a doorman strike, customers should stock up on food?  Does a doorman strike mean the doors are going to be locked and I can't leave my building?  Because last time I checked, I have feet, and in case of a *doorman strike* I can still leave my apartment and buy groceries. 

And, anyway -- don't you have to be home to get FreshDirect deliveries?  They're going to leave perishables with a doorman?  That's why they let you schedule a delivery time, isn't it?  It wouldn't ever cross my mind to have the doorman take my groceries and have them sit around until I get home!  So what's the difference if there's a doorman or not?  No doorman doesn't mean no door.  It can't possibly mean you can't get deliveries.

So, unless I'm missing something, this just seems like the stupidest marketing idea ever.  Let's take advantage of the potential for a doorman strike to fool people into thinking they ought to buy more groceries from us?  What?

My wife and I have used FreshDirect twice, incidentally -- pleased enough with it both times, and the prices are slightly cheaper on many pantry items than the nearby supermarkets (although not on produce).  Usually we just combine shelf-stable shopping with visiting her parents in Westchester, so we can go to real supermarkets and big-box stores where paper towels don't cost a fortune (thanks, Target).  But in a pinch, FreshDirect has been fine (especially with the free delivery promotions) and we've been satisfied.

But, come on -- they lose credibility in my mind as an honest, smart company if they're going to try and scare me into ordering more groceries because there might be a doorman strike.

Full post as published by Jeremy Blachman's Brand New Weblog on April 16, 2010 (boomark / email).