FreshDirect Expects to Score Big With New Items

ROSEANNE HARPER

NEW YORK — FreshDirect, an online grocer serving the New York metro area, expects to score big sales over the Super Bowl weekend, just as it did during the recent holidays, officials said.

In addition to old favorites like Buffalo wings and Buffalo chicken pizza, heat-and-serve hors d'oeuvres are expected to be a huge hit, said Chief Marketing Officer Steve Druckman. The hors d'oeuvres, which were rolled out a few months ago, were a favorite during the holiday season.

That addition to the menu and a selection of entrees developed by renowned chefs deserve some of the credit for big increases in FreshDirect's catering sales last month, but Druckman said word of mouth is the real sales driver.

For the last three weeks of December, FreshDirect's catering sales skyrocketed 30% over the same period a year ago, reflecting consumers' need for convenience as well as their desire for fresh products.

With more households having two adults working full time, it's difficult to entertain without outside help. Catering, whether on a large or small scale, often is the answer.

“We had a strong holiday season right through New Year's Eve, and we expect strong sales to continue in 2007,” Druckman told SN. The company expanded into some new areas last year, and added sushi and fancy appetizers to its menu as well as additional gourmet entrees.

Partnerships with renowned chefs like Terrance Brennan, undoubtedly have added to FreshDirect's appeal as a caterer. A whole line of meals designed specifically for FreshDirect by Brennan is available on the company's catering menu and its regular menu.

In addition to a large variety of gourmet sandwich platters, the catering selections include fully cooked hot items and ready-to-cook items. Entree packages, serving 8 to 16 people, are shown on the company's on-line catering menu. They range in price from $199.99 to $349.99. Breakfast, appetizer, and side-dish platters are also available.

Druckman declined to say what percentage of FreshDirect's business is made up of catering orders.

Even with interesting new menu items added to its regular meals repertoire, FreshDirect found that top sellers during the holidays were two old standards: the Colossal Shrimp Platter and the standing rib roast dinner.

The company, which just celebrated delivering its 5 millionth meal last month, expanded its home-delivery service further into New Jersey and new sections of Long Island last year.

Founded in 1999, FreshDirect currently serves more than 250,000 customers and is adding to its roster all the time, officials said.