So I went and checked out the foodcellar, it looks REALLY nice, almost as nice as a Whole Foods.  The quality of produce, meat, cheese all looked top notch.  However, their pricing, especially compared to Fresh Direct was way higher.  For example, a bottle of Method HE Laundry Detergent is around $9.50 at Fresh Direct but $13.50 at foodcellar.  A bottle of a type of olive oil I like is $22 at Fresh Direct but $28 at foodcellar, and there are a lot of examples like that.  I actually didn't see a signle item that was cheaper at foodcellar as compared to Fresh Direct.  Their dairy also was higher priced, I can get a 3 pack of Chobani yogurts at Fresh Direct for $4.29 and at foodcellar they were $1.80 each, so $5.40 for 3.

I really wonder how successful this place will be if they are priced signifigantly higher than Fresh Direct and somewhat higher even than ripoff central E&I.  Sure there are people in this neighborhood who will pay these prices in return for a really nice collection of items but I am not sure about the density.  I am sure I'll go there occasionally but I don't think it will supplant Fresh Direct as my grocer.

It is an exciting and refreshing addition to the neighborhood - convenient, and instant gratification instead of waiting on Fresh Direct.  Yes, a bit pricey but some items were less some were more than E&I and FD.  I lost count over how many brands of butter there were - gourmet cheeses and prepared foods were so beautiful and fresh.  This is a geat place to stop in on your way home to select what is for dinner - and it is nice to have the choices.  When Duane Reade opens with the paper towels, tp and other products - we will have the convenience of getting pretty  much whatever we need steps from our door. 

Convenient,convenience what more - we were without for so long.  I love the fact that I don't have to plan a full weeks grocery shopping on the week-end if you forget something it's right outside your door.

Love love love it!!!!

Honestly I could not find a single item that was cheaper than Fresh Direct, in general everything seemed to be at least 20% higher, and Fresh Direct carries almost all of the same stuff.  Yes it will be nice to be able to run to a real store to pick up items that I forgot on my Fresh Direct list but I doubt I will use it for anything more.  Basically it saves me a trip into the city to Whole Foods once or twice a month.