Restaurants are dealing with yet another competitor for dinner this time from the grocery service FreshDirect. Affinia Hotels in New York City has partnered with FreshDirect to offer “ready-to-make-meals that will be delivered directly to the hotel.
Targeting extended stay guest will be launched at Affinia Dumont and will be rolled out at Affinia’s other four New York City hotels later this year. Affinia understand the growth of branded ready-2-eat and heat-N-eat fresh prepared food and is capitalizing by offering both a “Business Kit and a Healthy Kit”. Each kit will feature a variety of four-minute meals some with microwavable options.
Today travelers are time starved more than ever Lisa Zandee, senior vice president of brand management for Affinia Hotels said “Grocery delivery from FreshDirect gives our growing number of extended-stay guests, from international visitors and families to business travelers, the flexibility to eat in and stock their kitchens with items they want,”… “It liberates them from the limitations of room service, minibar and restaurant fare. Our work with FreshDirect is part of our commitment to providing customized experiences for guests.”
The price, value, service equilibrium is continues to rest in the food sector. New avenues of fresh food distribution are evolving with consumers. All food retailers must understand that the consumer is dynamic not static. Selling them what they want where they want it will always be a clue to success.
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