Door To Door Organics

On November 17, 2017 Door to Door Organics announced their closing on their website. This untimely announcement, six days before Thanksgiving, was a heartbreaking announcement to many. Those wishing to purchase groceries for Thanksgiving abruptly have had their plans changed, and now have to look to other means of preparation. Door to Door started out as a delivery company in Bucks County, Pennsylvania. Door to Door grew, reaching 3 million deliveries, getting B-Corp certified, and accomplishing their 20th anniversary in 2017. They were operating from Louisville, Colorado most recently. This company's main demographic was millennials and people associated with the late Generation X demographic, since these will be the more tech-savvy and modern range of people, and be a part of or have their own family with kids. These people tend to buy things online to ease their daily routine of juggling academics or work or family life.For this reason, its main customers geographically came from suburban areas. In Michigan, Door to Door Organics had a distribution site in Plymouth.

In my opinion, I think the market for online grocers has a very small niche, but ever-present demand. Despite this, competition is so rigorous, as companies such as Blue Apron take the grocer site to another level, and other online delivery services such as Amazon have a huge market share and hold over this area of service. New players have adapted from sites like Amazon, and customer loyalty to stores such as Whole Foods really draw customer away from online grocery shopping. I think for Door to Door Organics, they were a small fish in a big pond. If they had tried to target more specific areas and hold on to loyal customers, they would have seen more success. I also believe the competition knocked them out, and they could have advertised to a wide range of people, for example the elderly who are unable to regularly shop.