FreshDirect SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5134

SWOT Analysis of FreshDirect with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Online Grocery  Store


Grocery marketplace

Tagline/ Slogan

Our food is fresh. Our customers are spoiled.


Online grocery store which delivers in New York City areas and its USP is the convenient, fresh and low priced food it offers compared to any other NYC supermarket.



People who have irregular working hours or work shifts and might go for impromptu purchases and who has an access to the internet.

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time. Who don’t even have the spare time to visit an convenience store and wants to order online.


Fresh Direct offers fresh and good quality food right at the door step of their customers so that their customers don’t have to travel far for a delicious and nutritious meal.

SWOT Analysis


1. Online grocery store offers the convenience and advantage of shopping at your home. Goods are delivered in refrigerated trucks so that they remain fresh.
2. Offers wide range of fresh food at low prices right at the customers’ doorsteps.
3. Offers custom made groceries for the customers called just in Time service where orders are made ready as per the unique order.
4. Also offers additional attractive services to the customers like fresh from the farm quality food, discounts on bulk purchase, chef made entrees, easy family meals and freshly baked food.

5. A very popular brand in New York with efficient services


1.The range of food offered is limited compared to other supermarkets since it is not possible to keep the entire collection on wheels
2.Distribution is limited to the New York. Not spread to other areas.
3.Is accessible only to customers with an internet service.


1. More young professionals living away from home and working long hours prefer fresh food delivered at their doorsteps. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods.
3. Expand network, wider product range  and reach to people by opening up more distribution networks outside the New York city area.


1.Dependant on internet connectivity for efficient functioning. Network outages can lead to loss of sales.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.



1) Peapod.

2) D’Agostino Supermarkets.

3) Dean & DLuca, Inc.

The table above concludes the FreshDirect SWOT analysis along with its marketing and brand parameters.


Browse marketing analysis of more brands and companies similar to FreshDirect. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:

Similar Brands in the same Sector: