FreshDirect Base CaseBy Larry Dignan | Posted 2004-02-17 Print
Is online grocer FreshDirect about to succeed where Webvan failed miserably?
FreshDirect Base Case Headquarters: 23-30 Borden Ave., Long Island City, NY 11101
Phone: (718) 928-1000
Chief Technology Officer: Myles Trachtenberg
Financials: Privately held with $90 million in revenue for first full fiscal year ended Sept. 30, 2003. Company says it's now profitable.
Challenge: Expand use of existing facility from 12% of capacity to 30% or more while maintaining quality. Expand delivery into new areas in New York City.
- Deliver seven days a week, up from the existing six-day schedule.
- Boost average order size by roughly 10%, to $110.
- Begin tracking speed and quality metrics, such as time to process order from raw material to delivery.
- Allow managers to access metrics.
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