The limited-assortment discount supermarket—and the expectations of its shoppers—have come a long way in the 23 years since Wakefern Food Corp. first rolled out its Price Rite store.
The 65-store discount chain is now in the process of a companywide brand refresh that reflects and showcases some of those changes, including higher expectations for assortment, particularly in fresh foods and indulgences; improved service; and a brighter and more welcoming shopping environment. The changes, which were unveiled in suburban Philadelphia’s Secane, Pa.-based Price Rite store late last year, accompanied a new logo and name to describe it: Price Rite Marketplace.
“We spent a lot of time looking at our stores and thinking about ways to create the best possible shopping experience for our customers,” says Jim Dorey, who was named Price Rite’s new president in October. “Visitors to redesigned Price Rite Marketplace stores will find a brighter, revitalized space featuring new in-store signage and additions like the Sweet Spot dessert case. The transition introduces a fresh updated logo, and a cleaner, more modern backdrop design of whitewashed wood throughout the store, coupled with a carefully curated selection of products.”