price check
Sitting on the stoop yesterday with Colin and Yoav, we got to discussing FreshDirect. While Colin and I had both used the service heavily when it started out, both of us had fallen off it. Colin, who had just ordered from them again for the first time in months, was unhappy to see that they tacked on a $4.95 delivery charge – something they’d done from the start, though about which he had forgotten. Making matters worse, he wasn’t even sure that FreshDirect was any cheaper than our local supermarkets.
And, in fact, neither was I, which is why I stopped using the service. But, to be honest, I didn’t really have a clue – it just seemed like it might have been more expensive. So, in a bout of curiosity, I decided to investigate. I present the results here, in what Colin has kindly describe Manual Froogle:
| Food |
Fresh Direct
|
Food Emp.
|
Grist.
|
Amish Market
|
Stiles Market
|
| Cheerios (15oz) | 4.19 | 4.99 | 5.19 | 5.69 | |
| Milk (1/2 Gallon) | 1.99 | 2.27 | 2.39 | 2.39 | |
| Jumbo Eggs (Dozen) | 1.69 | 2.59 | 1.69 | 2.49 | 1.29 |
| Salmon (per lb) | 5.99 | 9.99 | 6.99 | 8.99 | |
| Rib Eye, Choice (per lb) | 9.99 | 14.59 | 15.99 | 11.99 | |
| Chicken Breast (per lb) | 4.39 | 6.59 | 4.99 | 5.49 | |
| Strawberries (16oz) | 2.99 | 4.99 | 3.99 | 2.49 | 1.50 |
| Bananas (per lb) | 0.49 | 0.99 | 0.59 | 0.59 | 0.29 |
| Navel Oranges (each) | 0.49 | 0.74 | 0.99 | 0.69 | |
| Vine Tomatoes (per lb) | 2.49 | 2.99 | 2.29 | 1.49 | 1.5 |
| Haas Avocado (each) | 1.99 | 2.50 | 1.99 | 1.79 | |
| Thom.’ English Muffins (6 ct) | 2.69 | 2.89 | 2.89 | 2.89 | |
| Tropicana OJ (64oz) | 2.59 | 3.89 | 3.99 | 3.49 | |
| Progresso Chx Soup (19oz) | 2.39 | 2.69 | 2.59 | 3.19 | |
| De Cecco Spaghetti (16oz) | 1.19 | 2.19 | 1.5 | 1.98 | |
| Delivery Fee | 4.95 | ||||
| Total | 50.50 | 64.89 | 58.06 | 55.64 | |
| % Overpay | 28% | 15% | 10% |
As you can see, almost every item was cheaper at FreshDirect, except for two items on sale at Gristedes, and the few items I could pick up at the local farmers market.
Food Emporium, where I’m embarrassed to admit that, due to proximity, I’d been doing much of my shopping, came out by far the worst. And the Amish Market, which I’d always reserved for special occasion shopping, due to a belief that it was somewhat overpriced, actually came in second best.
Further, this seems to be a clear case of not getting what you pay for, as the steaks I’ve previously purchased from FreshDirect or the Amish Market (the cheapest two) were by far the best of the bunch.
So, there you have it. I will, undoubtedly, be returning to using FreshDirect regularly, as, even with the $4.95 delivery fee tacked on, it’s the cost-effective choice, and, from my experience, delivers the best quality of the bunch.
Plus, I don’t even have to get off my ass to do my shopping. That’s what I call a win-win situation.