Gourmet Direct Tells Customers, We Got It Wrong
One of New Zealand’s biggest names in the home supply of export-quality meat products to the country’s serious “foodies”
is reinstating its traditional and highly popular product offering.
Prior to its peak Christmas sales period, the Richmond-owned business, Gourmet Direct, replaced its traditional “pick
and mix” product range with a limited choice of pre-selected product packages.
However, many longstanding customers wrote to Gourmet Direct asking for it to change back. Following this
correspondence, Gourmet Direct is admitting it got it wrong, and is advising customers it will be reverting to its
traditional “pick and mix” product offering from April. In fact, Richmond’s Chairman Sam Robinson has personally written
to Gourmet Direct customers advising them of the change.
Speaking on behalf of Gourmet Direct, Chris Newton, Richmond’s Chief Manager, Marketing, said: “We’ve decided to get
back to our former order system as quickly as possible, as it was apparent the order system introduced in December was
not convenient for customers.
“We got it wrong, and we are genuinely sorry about that. We’ve taken customers’ messages on board, so as from April we
will be reverting to our traditional style of “pick and mix” product offering.
“Judging from the immediate reaction of customers to a letter we sent out over the weekend, this change has their
overwhelming support. I’ve never seen the likes of it.”
The success of Gourmet Direct has been built on two key factors, the quality of its products and the excellence of its
service. The lamb and beef are aged to guarantee an outstanding eating experience. Gourmet Direct products continue to
be the items of choice for many of New Zealand’s leading chefs.
“We recognise that we have to win back the confidence of our customer, and we are pretty humble about that,” said Chris
Newton.