Online Grocery Store To Expand Into Philadelphia

By Hadas Kuznits

PHILADELPHIA (CBS) - A new online grocery store is expanding into the Philadelphia market.

Fresh Direct will begin making grocery deliveries in Philadelphia next week.

"Fresh Direct is an online grocer. It started in New York about 10 years ago and we're coming into Philadelphia starting on Monday," says Paul Madaieta.

Madaieta is the General Manager of Fresh Direct in Philadelphia.

He says the biggest difference between Fresh Direct and other grocery stores that offer online services and home delivery is that they don't have a store at all. He says they're just a warehouse and that helps keep costs down.

"Not having a brick and mortar store is a challenge because people can't actually physically go in there. However, in New York we've been doing it for the last 10 years and I think folks have really realized that the convenience aspect of getting groceries into their home and the quality that they get when they open up their box, they fall in love with us," Madaieta explains.