3
NPS
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Fresh Direct
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About Fresh Direct's Brand
FreshDirect is an online grocer that delivers fresh food to residences and offices in the NY metropolitan area. Among its major competitors, Fresh Direct is ranked in 5th place for NPS while Innit is 1st, and Imperfect Foods is 2nd. Overall, Fresh Direct has a neutral social sentiment, when analyzing social media channels and online mentions.Their current valuation is $1.25B
Brand at a Glance
66%
Customer Loyalty
3.5/5
Product Quality
3.2/5
Pricing
3.3/5
Customer Service
Fresh Direct CMO
Fresh Direct Ranking
- #3 / 4 of its competitors
Fresh Direct NPS
Fresh Direct's Net Promoter Score (NPS) is a 3 with 40% Promoters, 23% Passives, and 37% Detractors. Net Promoter Score tracks whether Fresh Direct's customers would recommend using the product based on a scale of -100 to 100.
Fresh Direct Overall NPS
| 40% | Promoters |
|---|---|
| 23% | Passives |
| 37% | Detractors |
Fresh Direct NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Mar 2024 1 | Mar 2024 | 1 |
Apr 2024 6 | Apr 2024 | 6 |
Aug 2024 7 | Aug 2024 | 7 |
Sep 2024 5 | Sep 2024 | 5 |
Nov 2024 7 | Nov 2024 | 7 |
Dec 2024 5 | Dec 2024 | 5 |
Jan 2025 2 | Jan 2025 | 2 |
Feb 2025 3 | Feb 2025 | 3 |
Mar 2025 3 | Mar 2025 | 3 |
Aug 2025 4 | Aug 2025 | 4 |
Sep 2025 6 | Sep 2025 | 6 |
Dec 2025 3 | Dec 2025 | 3 |
How Other Brands Compare
Fresh Direct is ranked third for NPS among its competitors. Imperfect Foods and Meijer come in first and second, with Instacart coming in at #4. Among those competitors, it is the lowest valued company behind Instacart.
Fresh Direct |  Instacart |  Meijer |  Imperfect Foods | |
| Global Ranking | #- | #183 | #606 | #854 |
| NPS | 3 | -24 | 7 | 34 |
| Social Sentiment Calculated by analyzing social media and other online mentions | Neutral | Neutral | Neutral | - |
| Valuation Updated every 24 hours for public companies | $1.25B | $7.87B | - | - |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Fresh Direct NPS by Gender
Male customers rated Fresh Direct's NPS 11 points higher than Female customers.
Male
-18
Fresh Direct's NPS was rated -18 by Male customers on Comparably.
27%
Promoters
28%
Passives
45%
Detractors
Female
-29
Fresh Direct's NPS was rated -29 by Female customers on Comparably.
27%
Promoters
17%
Passives
56%
Detractors
Fresh Direct NPS by Ethnicity
Fresh Direct's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -17 | Caucasian | -17 |
African American/Black 0 | African American/Black | 0 |
Asian or Pacific Islander -75 | Asian or Pacific Islander | -75 |
Other -80 | Other | -80 |
Fresh Direct NPS by Age
Fresh Direct's NPS was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
Fresh Direct NPS by Usage
Fresh Direct's NPS was rated the highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 33 | Less than 1 Year | 33 |
1 to 2 Years -17 | 1 to 2 Years | -17 |
2 to 5 Years 33 | 2 to 5 Years | 33 |
5 to 10 Years -57 | 5 to 10 Years | -57 |
Over 10 Years -60 | Over 10 Years | -60 |
Fresh Direct NPS vs. Competitors
Compared to its competitors, Fresh Direct's NPS is rated right above Burpy.com, and is preceded by Meijer.
| COMPANY | NPS Score | |
|---|---|---|
 | Innit | 100 |
| Imperfect Foods | 34 |
 | Good Eggs | 11 |
| Meijer | 7 |
| Fresh Direct | 3 |
 | Burpy.com | N/A |
| Instacart | -24 |
 | Peapod | -65 |
Fresh Direct Customer Reviews
Out of the 9 Fresh Direct customer reviews 6 were positive and 3 were constructive. Fresh Direct customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Fresh Direct Customer Loyalty
66%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
66% of Fresh Direct users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
Fresh Direct Customer Loyalty Score by Gender
Female customers rated Fresh Direct's Customer Loyalty score 13% higher than Male customers.
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Male
67%
Yes
Female
80%
Yes
Fresh Direct Customer Loyalty Score by Ethnicity
Fresh Direct's Customer Loyalty score was rated the highest by Asian or Pacific Islander customers, and the lowest by African American/Black customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Fresh Direct.
78
out of 100
Caucasian
33
out of 100
African American/Black
100
out of 100
Asian or Pacific Islander
82
out of 100
Other
Fresh Direct Customer Loyalty Score by Age
Fresh Direct's Customer Loyalty score was rated the highest by customers ages 26-30, and the lowest by customers ages 41-45.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 40% | 18-25 | 40% |
26-30 100% | 26-30 | 100% |
41-45 10% | 41-45 | 10% |
46-50 100% | 46-50 | 100% |
56-60 55% | 56-60 | 55% |
66+ 100% | 66+ | 100% |
Fresh Direct Customer Loyalty Score by Usage
Fresh Direct's Customer Loyalty score was rated the highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Fresh Direct Customer Loyalty Score by Industry
Fresh Direct's Customer Loyalty score was rated the highest by Education industry customers, and the lowest by Accounting industry customers.
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Fresh Direct Customer Loyalty vs. Competitors
Compared to its competitors, Fresh Direct's Customer Loyalty score is rated right above Innit, and is preceded by Instacart.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| Peapod | 89% |
| Meijer | 80% |
| Imperfect Foods | 78% |
| Good Eggs | 76% |
| Instacart | 70% |
| Fresh Direct | 66% |
| Innit | N/A |
| Burpy.com | N/A |
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Fresh Direct Product Quality
3.5/5
Fresh Direct has an overall Product Quality score of 3.5 out of 5 stars rated by its users and customers.
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Fresh Direct Product Information
Fresh Direct’s product quality score is a 3.5 out of 5 as rated by its users and customers. Reviewers from the Education industry rated Fresh Direct's product the highest. Reviewers from the Legal industry rated Fresh Direct the lowest at 2.
- Website
- http://freshdirect.com
- Company Size
- 5,001-10,000 Employees
Industry
Tech
Ecommerce and Marketplaces
Food and Beverages
Marketplaces
Quick Insights into Fresh Direct Product Quality
Fresh Direct's Product Quality score was rated highest by customers ages 46-50, and rated lowest by customers from the Legal industry.
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Ranked Fresh Direct Product Quality the Highest
Ranked Fresh Direct Product Quality the Lowest
Fresh Direct Product Quality Score by Gender
Male customers rated Fresh Direct's Product Quality score 0.1 stars higher than Female customers.
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Male
3.7/5
Female
3.6/5
Fresh Direct Product Quality Score by Ethnicity
Fresh Direct's Product Quality score was rated the highest by Caucasian customers, and the lowest by Asian or Pacific Islander customers.
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0
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2
3
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5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.2 | Caucasian | 4.2 |
African American/Black 3.4 | African American/Black | 3.4 |
Asian or Pacific Islander 3 | Asian or Pacific Islander | 3 |
Other 3.2 | Other | 3.2 |
Fresh Direct Product Quality Score by Age
Fresh Direct's Product Quality score was rated the highest by customers ages 46-50, and the lowest by customers ages 18-25.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 2.3 | 18-25 | 2.3 |
26-30 3.5 | 26-30 | 3.5 |
41-45 4.3 | 41-45 | 4.3 |
46-50 4.6 | 46-50 | 4.6 |
56-60 4.1 | 56-60 | 4.1 |
66+ 3.3 | 66+ | 3.3 |
Fresh Direct Product Quality Score by Usage
Fresh Direct's Product Quality score was rated the highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and the lowest by customers with 5 to 10 Years of usage.
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Fresh Direct Product Quality Score by Industry
Fresh Direct's Product Quality score was rated the highest by Education industry customers, and the lowest by Legal industry customers.
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Fresh Direct Product Quality vs. Competitors
Compared to its competitors, Fresh Direct's Product Quality score is rated right above Good Eggs, and is preceded by Meijer.
| COMPANY | Product Quality Score | |
|---|---|---|
| Imperfect Foods | 4/5 |
| Meijer | 3.5/5 |
| Fresh Direct | 3.5/5 |
| Good Eggs | 3.3/5 |
| Instacart | 2.7/5 |
| Peapod | 2.1/5 |
| Innit | N/A |
| Burpy.com | N/A |
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Fresh Direct Pricing
Fresh Direct ROI & Value For Money
3.2/5
Fresh Direct has a value for money and ROI score of 3.2 out of 5 stars rated by its users and customers.
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Fresh Direct Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Education industry. The users from the Accounting industry think that they had the lowest ROI from Fresh Direct.
Quick Insights into Fresh Direct ROI
Fresh Direct's ROI score was rated highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and rated lowest by Asian or Pacific Islander customers.
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Ranked Fresh Direct ROI the Highest
Ranked Fresh Direct ROI the Lowest
Fresh Direct ROI Score by Gender
Female customers rated Fresh Direct's ROI score 0.2 stars higher than Male customers.
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Male
2.9/5
Female
3.1/5
Fresh Direct ROI Score by Ethnicity
Fresh Direct's ROI score was rated the highest by Caucasian customers, and the lowest by Asian or Pacific Islander customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.5 | Caucasian | 3.5 |
African American/Black 3 | African American/Black | 3 |
Asian or Pacific Islander 2 | Asian or Pacific Islander | 2 |
Other 2.5 | Other | 2.5 |
Fresh Direct ROI Score by Age
Fresh Direct's ROI score was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 2 | 18-25 | 2 |
26-30 2.6 | 26-30 | 2.6 |
41-45 4 | 41-45 | 4 |
46-50 3.1 | 46-50 | 3.1 |
56-60 3.1 | 56-60 | 3.1 |
66+ 2.7 | 66+ | 2.7 |
Fresh Direct ROI Score by Usage
Fresh Direct's ROI score was rated the highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and the lowest by customers with 5 to 10 Years of usage.
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Fresh Direct ROI Score by Industry
Fresh Direct's ROI score was rated the highest by Education industry customers, and the lowest by Accounting industry customers.
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Fresh Direct Pricing vs. Competitors
Compared to its competitors, Fresh Direct's ROI score is rated right above Instacart, and is preceded by Meijer.
| COMPANY | Pricing Score | |
|---|---|---|
| Imperfect Foods | 3.8/5 |
| Good Eggs | 3.4/5 |
| Meijer | 3.3/5 |
| Fresh Direct | 3.2/5 |
| Instacart | 2.5/5 |
| Peapod | 2.1/5 |
| Innit | N/A |
| Burpy.com | N/A |
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Fresh Direct Customer Satisfaction (CSAT)
Fresh Direct Customer Satisfaction (CSAT) Score
62 / 100
Fresh Direct has an overall Customer Satisfaction score of 62 rated by its users and customers.
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Very Satisfied
25%
Satisfied
37%
Neither Satisfied nor Dissatisfied
7%
Dissatisfied
8%
Very Dissatisfied
23%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Fresh Direct Customer Satisfaction
Fresh Direct's Customer Satisfaction score was rated highest by customers who have used Fresh Direct's products/services for 1 to 2 Years, and rated lowest by customers from the Accounting industry.
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Ranked Fresh Direct Customer Satisfaction the Highest
Ranked Fresh Direct Customer Satisfaction the Lowest
Fresh Direct Customer Satisfaction Score by Gender
Male customers rated Fresh Direct's Customer Satisfaction score 20 points higher than Female customers.
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70 / 100
MaleVery Satisfied | 30% | |
|---|---|---|
Satisfied | 40% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 10% | |
Very Dissatisfied | 20% |
50 / 100
FemaleVery Satisfied | 19% | |
|---|---|---|
Satisfied | 31% | |
Neither Satisfied nor Dissatisfied | 13% | |
Dissatisfied | 18% | |
Very Dissatisfied | 19% |
Fresh Direct Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Fresh Direct's Customer Satisfaction (CSAT) score was rated 67% according to Caucasian users and customers.
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67 / 100
Very Satisfied
25%
Satisfied
42%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
8%
Very Dissatisfied
25%
CSAT according to African American/Black
Fresh Direct's Customer Satisfaction (CSAT) score was rated 50% according to African American/Black users and customers.
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50 / 100
Very Satisfied
25%
Satisfied
25%
Neither Satisfied nor Dissatisfied
25%
Dissatisfied
25%
Very Dissatisfied
0%
CSAT according to Asian or Pacific Islander
Fresh Direct's Customer Satisfaction (CSAT) score was rated 50% according to Asian or Pacific Islander users and customers.
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50 / 100
Very Satisfied
0%
Satisfied
50%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
25%
Very Dissatisfied
25%
CSAT according to Other
Fresh Direct's Customer Satisfaction (CSAT) score was rated 40% according to Other users and customers.
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40 / 100
Very Satisfied
0%
Satisfied
40%
Neither Satisfied nor Dissatisfied
20%
Dissatisfied
20%
Very Dissatisfied
20%
Fresh Direct Customer Satisfaction Score by Age
Fresh Direct's Customer Satisfaction score was rated the highest by customers ages 26-30, and the lowest by customers ages 18-25.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 34% | |||||||||||||||
| 26-30 | 67% | |||||||||||||||
| 41-45 | 67% | |||||||||||||||
| 46-50 | 67% | |||||||||||||||
| 56-60 | 50% | |||||||||||||||
| 66+ | 57% |
Fresh Direct Customer Satisfaction Score by Usage
Fresh Direct's Customer Satisfaction score was rated the highest by customers who have used Fresh Direct's products/services for 1 to 2 Years, and the lowest by customers with 5 to 10 Years of usage.
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Fresh Direct Customer Satisfaction Score by Industry
Fresh Direct's Customer Satisfaction score was rated the highest by Consumer Goods industry customers, and the lowest by Accounting industry customers.
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}Fresh Direct Customer Satisfaction vs. Competitors
Compared to its competitors, Fresh Direct's Customer Satisfaction score is rated right above Meijer, and is preceded by Imperfect Foods.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Imperfect Foods | 84% |
| Fresh Direct | 62% |
| Meijer | 59% |
| Good Eggs | 43% |
| Peapod | 32% |
| Instacart | 19% |
| Innit | 0% |
| Burpy.com | 0% |
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Fresh Direct Customer Service
3.3/5
Fresh Direct has an overall Customer Service score of 3.3 out of 5 stars rated by its users and customers.
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About Fresh Direct's Customer Service
Address
Long Island City, NY
Website
http://freshdirect.com
Phone Number
718.928.1811
Quick Insights into Fresh Direct Customer Service
Fresh Direct's Customer Service score was rated highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and rated lowest by customers who have used Fresh Direct's products/services for 5 to 10 Years.
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Ranked Fresh Direct Customer Service the Highest
Ranked Fresh Direct Customer Service the Lowest
Fresh Direct Customer Service Score by Gender
Male customers rated Fresh Direct's Customer Service score 0.2 stars higher than Female customers.
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Male
3.1/5
Female
2.9/5
Fresh Direct Customer Service Score by Ethnicity
Fresh Direct's Customer Service score was rated the highest by African American/Black customers, and the lowest by Asian or Pacific Islander customers.
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0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.1 | Caucasian | 3.1 |
African American/Black 3.1 | African American/Black | 3.1 |
Asian or Pacific Islander 2.2 | Asian or Pacific Islander | 2.2 |
Other 2.5 | Other | 2.5 |
Fresh Direct Customer Service Score by Age
Fresh Direct's Customer Service score was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 2 | 18-25 | 2 |
26-30 2.5 | 26-30 | 2.5 |
41-45 4 | 41-45 | 4 |
46-50 3.1 | 46-50 | 3.1 |
56-60 2.6 | 56-60 | 2.6 |
66+ 2.8 | 66+ | 2.8 |
Fresh Direct Customer Service Score by Usage
Fresh Direct's Customer Service score was rated the highest by customers who have used Fresh Direct's products/services for 2 to 5 Years, and the lowest by customers with 5 to 10 Years of usage.
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Fresh Direct Customer Service Score by Industry
Fresh Direct's Customer Service score was rated the highest by Marketing, Advertising and Research industry customers, and the lowest by Legal industry customers.
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Fresh Direct Customer Service vs. Competitors
Compared to its competitors, Fresh Direct's Customer Service score is rated right above Good Eggs, and is preceded by Imperfect Foods.
| COMPANY | Customer Service Score | |
|---|---|---|
| Imperfect Foods | 4.3/5 |
| Fresh Direct | 3.3/5 |
| Good Eggs | 3.2/5 |
| Meijer | 3.2/5 |
| Instacart | 2.5/5 |
| Peapod | 2/5 |
| Innit | N/A |
| Burpy.com | N/A |
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Fresh Direct as an Employer
3.2/5
Fresh Direct has a 3.2/5 stars for its overall company culture rated by their employees
top
50%
Consumer vs. Employees
Fresh Direct scored a 3 for Net Promoter Score and a -7 for Employee Net Promoter Score. NPS gauges how likely a customer of Fresh Direct would recommend the brand to a friend. ENPS measures how likely Fresh Direct employees would recommend working at Fresh Direct to a friend.
Net Promoter Score
3
NPS Score
| 40% | Promoters |
|---|---|
| 23% | Passive |
| 37% | Detractors |
Employee Net Promoter Score
-7
eNPS Score
| 35% | Promoters |
|---|---|
| 23% | Passive |
| 42% | Detractors |
