FreshDirect sent an email to customers in Westchester County, NY, describing new products and services. This is an example of a positive message—and is a good break from the mistakes, apologies, and tragedies over the past couple of weeks.

Dear Laura,

Everything we do at FreshDirect is driven by our mission of making the best-tasting, freshest food easy to get for you, our valued customers. We know that you care deeply about feeding your family the very best food and to make that easier than ever before we're announcing a series of new service enhancements that will provide you with an even better shopping experience.

We work around YOUR schedule

• Starting March 25, we will offer SAME DAY DELIVERY which enables you to place an order up to 10am, for delivery starting at 5pm the same day. Same day deliveries are also included for free in your DeliveryPass.

• We are extending the cut-off time in your area to 9pm, allowing you to edit and place your order further into the evening, for deliveries starting 7am or later the next day.

• We have added significantly more availability to delivery time slots. In fact, if there is a specific delivery time slot that you want that is full, simply call 1 (866) 283-7374 or visit FreshDirect.com to chat with a customer service agent, and we will open one up for you – either in that specific window, or the window immediately before or after.

When we say we'll be there on time, we'll be there on time

• We have significantly expanded both our delivery fleet and team, so you can count on us to ALWAYS deliver your food on time.

• We are so confident in our delivery team that if you ever need to contact us about a late delivery, we will credit the delivery fee for that order AND your next order. For DeliveryPass customers we'll extend your DeliveryPass for TWO weeks.

We have a growing selection of the very best food

• We have added over 400 new items to our offering over the last 2 months.

• We are adding hundreds of high-quality, specially-sourced new items every month during the spring and summer. In the next month alone, we will be adding your most requested brands like Spindrift, Caulipower and Pampers Pure.

• Our team of chefs has been busy creating exciting meal solutions including ready-to-heat entrees, meal kits, salads & grain bowls, fresh bakery goods and more, with 5-10 new items available every month. As always, we're committed to sourcing the cleanest possible ingredients for you and your family.

We guarantee our freshness

• Our new state-of-the-art home enables us to consistently offer and deliver the highest quality food. We believe so strongly in the quality of our food that we're offering a 100% HAPPINESS GUARANTEE – if you receive anything from us that doesn't live up to your expectations, we will refund you or redeliver the same day, no questions asked.

We make it right for you

• Mistakes happen, and when they do, we want the opportunity to go above and beyond in showing you how much we value you. If an item is missing or damaged, or you are unhappy with the quality of something, we will of course provide a refund, but what we really strive to do instead is get a perfect replacement product back to you that same day. Just call 1 (866) 283-7374 or visit FreshDirect.com to chat with our customer service team and they'll take care of it.

• We empower our customer service team to go above and beyond to fix any issues you may face, but there are rare occasions when customer service may not be able to resolve things to your total satisfaction. I still want the opportunity to make that right. Please reach out to me at david@freshdirect.com and we'll swarm the issue to quickly find a way to make you happy.

Finally, we want to invite you to a behind-the-scenes tour of our new headquarters, which may be the most amazing food hive in the world. On the tour you'll get to meet our team of food experts, see how your orders come together, and sample some of the best food and drink we have to offer. You'll be hearing more from me about this opportunity to visit us and how to sign up in the coming weeks, but to whet your appetite, here is a short video of a similar event that we recently hosted.

We hope you found this information valuable and we look forward to providing the very best food to you and your family for years to come.

Sincerely,

David McInerney
CEO & Co-Founder of FreshDirect

Discussion:

• Analyze the message. Who are the primary and secondary audiences? What are the communication objectives? How is the email organized? What is the writing style? How would you describe the tone?

• What business writing principles are followed?

• What works best about the message, and what would you suggest that the CEO change?

• In what ways does this message illustrate integrity?