Philly Grocer Thrives in Food Desert

Brown’s Super Stores did its research to respond to consumer needs in low-income neighborhood.

May 18, 2015

PHILADELPHIA – When Jeff Brown, a fourth generation grocer whose company, Brown's Super Stores, is part of the larger ShopRite franchise, opened his first grocery store in 2004 in a low-income Southwest Philadelphia neighborhood, some figured he would fail. 

However, Brown is enjoying success because he took the time to do his research, reports NPR’s The Salt.  "Before we did anything, we brought together a group of community leaders, and we just asked them to tell us exactly what it is they were looking for in a neighborhood grocery store," he told the news source.

Today, Brown operates seven profitable supermarkets in low-income neighborhoods in and around Philadelphia, and he’s learned a few things about changing consumer perceptions about shopping and eating habits.

To merchandise fresh produce, Brown takes a page from affluent stores like Whole Foods, taking the time to hand-stack produce "into little pyramids — because it avoids bruising and it's eye-catching," he said. He also hires skilled butchers, fishmongers and in-store chefs, which has helped tempt customers into choosing healthier options such as "fire-grilled chicken" instead of fried chicken. "It's grilled right in the store, so people can smell it. And it makes this popping and cracking sound," he told NPR.

Brown also conducts market research on demographics. "Before we open a store in a neighborhood, we work with community leaders ... learn about their background, religion, where their families came from," he said, noting that in areas with larger Muslim populations, his stores have a separate department for Halal meat. He also caters to African American families moving into the area from the south with ready-to-eat sections that offer favorites such as collard greens (cooked healthier with smoked turkey instead of pork), notes the news source. "And now we're famous for our Southern sweet potato pie. We bake them in-store, and they're really authentic," he said.

Beyond grocery shopping, Brown’s stores have become a community pillar, with services such as meeting centers for locals to use for meetings and events. Some stores also have credit unions, staff nutritionists, social workers and health clinics, notes NPR. And nearly all of these additional services are free, with the help of local non-profits.

"It's a win-win – because by stationing in our stores, the non-profits get access to more people in need," Brown told the news source. "And from our standpoint, each broken social thing hurts business."

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