The “clock is ticking for FreshDirect,” said a former investor in the company.
FreshDirect is rudderless and bleeding money as its Turkey-based parent company is embroiled in its own battle for survival – putting the future of the pioneering online grocer in jeopardy, The Post has learned.
It has an estimated 50,000 customers in Manhattan, according to industry consultant Burt Flickinger, and delivers in the five boroughs and other mostly-affluent parts of the metropolitan area. Co-Founded by Nazim Salur in 2015, the start-up named former Walmart e-commerce executive Sloan Eddelston as FreshDirect’s CEO and promoted a rising star – Hatice Evren – to lead Getir’s US operations and oversee FreshDirect a year ago.After rapidly expanding its fast grocery delivery service throughout Europe and the U.S. Getir has been forced to close its operations in all but Turkey and New York.But things quickly unraveled.
Getir, meanwhile, is facing its own crisis. In June, it pulled out of half a dozen European countries and all of its US operations with the exception of FreshDirect in order to secure $250 million in funding from the Abu Dhabi wealth fund Mubadala Investment Co.When FreshDirect launched in 1999 it was a novel concept to order your groceries online and have them delivered to your doorstep.
Under Ahold, FreshDirect pulled out of the Washington, D.C., Philadelphia markets as well as some communities in Virginia and Maryland to focus solely on the New York metro area.Within the past two years, FreshDirect stopped servicing the Philadelphia and Washington, D.C. markets along with several other Eastern board states.
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