Hugh Black of Pittsfield braved the algid temperatures to be at the reopening.
PITTSFIELD, Mass. — A brighter, redesigned, upgraded Price Rite Exchange opened Friday morning on Dalton Avenue.
The 25-year-old grocery alternation is rebranding all of its Massachusetts locations with a ambition of an bigger chump experience.
People were lined up afore 7 a.m. for the 8 o’clock opening. The temperature was a appropriate 15 degrees so there was a fair bulk of bottom ambiguity and alarming into hands. By 7:30, the cardinal grew to several dozen and by the time 8 o’clock neared, it was abutting to 200 and continued appropriate about the ambit of the parking lot.
The aboriginal 400 barter accustomed a $20 allowance card. They ran out aural the aboriginal 45 minutes.
Senior Vice President Chris Farran was on duke from the accumulated appointment in New Jersey. He was actual admiring with the way things were starting out.
“It’s agitative stuff. We are adulatory our 25th ceremony as a aggregation and Pittsfield is adulatory its 16th anniversary. We’re absolutely aflame to see so abounding bodies actuality so early,” he said. “Massachusetts is a abundant bazaar for us. We accept a lot of food bottomward in the Springfield area. Pittsfield is our extreme west abundance but it’s apparently our best admirable country and we accept a absurd accumulation of barter up in this marketplace.”
One of those barter is Beverly Bissell from Lee. She was aboriginal in band and had her barrow already.
“I like advancing actuality absolutely often, my bedmate and I boutique actuality a lot; 5:30 this morning we got up! We adulation their craven wings and the chargeless allowance agenda doesn’t aching either!” she said.
Hugh Black of Pittsfield is a above agent of Price Rite and he waited in band forth with the blow of the algidity horde.
“If they didn’t do this bodies ability accept started to go achieve else. You’ve got to accumulate up with the times. There’s a lot of antagonism these days,” he said.
Store Administrator Jennifer Harwood of Dalton was captivated to see a lot of her approved barter advancing through the doors. She greeted them all with a balmy accepted added associated with your admired waitress from a alone booth than that of a abundance manager.
“Hi honey, acceptable to see you again. …Let me apperceive if there’s annihilation you need. … Oh hi, area is your bedmate this morning,” she said as barter came through the door.
Harwood talked about the action of a abounding rebranding while still befitting the doors accessible for customers.
The grocery business is awfully aggressive but alike with bounded chains Stop & Shop, Big Y, Price Chopper, etc. to base active against, Harwood said she feels assured in Price Rite’s abode in the market.
“We are actual aggressive with our pricing, I anticipate it’s the best in town, but our being is the best. We accept certified Angus beef, we get beginning aftermath every day. We accept domiciliary items, bloom and adorableness items, it can be one-stop shopping.”
Harwood is appreciative the abundance maintained its charge to low prices while modernizing and afterlight the acquaintance for their customers.
“We’ve got the cocky checkout so bodies can get in and get out, we’ve added products, it’s abundant easier to get around,” she said. “We can still action the best prices though. We are not a big box but our prices are similar.”
Pricing is what will ultimately actuate any store’s success in the grocery business. Debbie Fassell from Hinsdale hopes that doesn’t change.
“The prices are aggressive and I achievement that doesn’t change,” she said while she waited in line. “It’s consistently been a abundant abode to get your advantage but now it aloof looks abundant nicer from what I could see.”
It’s been a continued two-three year action for Price Rite to rebrand and amend all of its 60-plus food but Senior Vice President Chris Farran thinks it will be account it.
“We started demography a attending at things and said, ‘Hey, as chump demographics change, and their expectations change, what can we do to action our barter the amount and arcade acquaintance that they’re attractive for?'” he said. “We affianced a lot of chump surveys and studies and complex all of our associates. The acknowledgment was resounding. They capital acceptable amount of advance but we begin we bare to be added specific to a accurate market. Is there article accurate to [Pittsfield] that somebody is added absorbed to buy against a altered market?”
The abundance was active the absolute two hours iBerkshires was there. All the comments from barter were positive.
Black summed aggregate up accurately back it comes to grocery arcade in the Berkshires or anywhere else: “It’s gonna be about pricing, that’s it.”
Price Rite is at 457 Dalton Ave. in Pittsfield.
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