Whipping Up Supper, Mouse in Hand
"Instead of trying to conquer the world, for now FreshDirect limits service to Manhattan (with plans to expand gradually into other boroughs and the New York suburbs). With 3,000 orders a week, the upscale products (the picholine-packed pizzas also feature aged parmesan reggiano, fresh mozzarella and slow-cooked tomato sauce) clearly appeal to time-stressed food sophisticates who have rude friends and no off-street parking (or even cars) available for unloading their own grocery bags."
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