Today, grocery stores are offering more than just aisles of food to customers, as illustrated by this gingerbread cookie decorating class that was held at Whole Foods Market, Marlboro, on Dec. 17. STAFF PHOTGRAPHER ERIC SUCAR Area grocery stores are slowly changing the way they cater to their customers by providing more services and programs to help make a regular trip to the supermarket a day filled with fun, learning and adventure.
From nutritional assistance, children’s classes and even free home delivery services, supermarkets have become hotspots of activities and resources, showing it is not just about the shopping, but about community togetherness. “I feel like we are definitely providing something more than just shopping,” said Laura Fette, marketing team leader at Whole Foods Market in Marlboro.
“I feel like the store has been a destination for events, whether kid- or adult-focused, and we are even finding people within the community, partnering with them and helping them to build their own businesses, and I think that has been what has worked really well here — finding what our community needs and really catering to it.”
Children of all ages watch a gingerbread cookie demonstration by Dani B. Fiori at Whole Foods Market in Marlboro on Dec. 17. STAFF PHOTOGRAPHER ERIC SUCAR According to Fette, Whole Foods in Marlboro offers some unique partnerships and classes for its clientele, such as with Heirloom Kitchen in Old Bridge for cooking classes and Macaroni Kids of Western Monmouth County, where children get to make their own pizza and macaroni necklaces.
“Finding these local experts who are really trying to build their businesses as well, and collaborating together to bring programming inside the store, people see we are beyond a shopping destination,” Fette said. “We’re offering the full scope of things.”
Fette also said the store offers a You & Me Toddler Program several times a month.
“Each Whole Foods Market is different, and I really feel like that we cater to our community … we’re becoming a part of people’s routine beyond just shopping,” she said.
Aside from classes, Michael Sinatra, public relations and public affairs director at Whole Foods Market’s Northeast Region, said the supermarket chain also offers additional services such as catering and takes pride in giving back to local communities.
“A lot of people enjoy taking advantage of our programming, such as our special ordering and catering services and our special menus,” he said.
At Whole Foods Market, customers can make shopping quick and easy by reserving and ordering meals, entrees, and party must-haves online and then picking them up at the store.
“We definitely see a higher volume of orders this time of year, but customers are aware and use this service at various times of the year,” Sinatra said.
The supermarket chain also participates in community giving days or what they refer to as “5% Days.”
“Each store is always donating food to area food banks and shelters,” Sinatra said. “Then several times a year, we hold community giving days where five percent of that day’s net sales are donated to a local area charity or educational organization.”
The Whole Foods Market in Marlboro will also join the Manalapan and Marlboro municipalities for holiday tree lighting events, providing baked goods, hot chocolate and company.
“I feel like we do a lot in the community,” Fette said. “People are coming here for things, but we’re also coming to them as well … and I think that makes a big difference too.”
Valerie Fox, media relations coordinator at Wegmans Food Markets, said providing services such as catering and a free public app is about making customers’ lives and shopping experience as simple as possible.
“Wegmans’ aim is always to help mealtimes for families be as great and easy as possible,” she said.
“Our services help save customers time … but I think the number one thing that separates us are our people and customer service representatives who provide an added convenience.”
One service Fox said Wegmans provides is a free downloadable app that makes going to the supermarket less of a hassle.
“The Wegmans app is a very useful tool,” she said. “Customers can create their shopping list right there, and it’ll sort everything by aisle, and as you add items to your list, it will automatically estimate the total so you can manage your budget.”
On the app, customers can also browse through hundreds of recipes and add ingredients to their shopping list with just one touch and can even watch easy how-to videos to make meals easier.
“We also offer three ways for customers to enjoy our catering services, and that is either by going online, ordering by phone or by coming into your local Wegmans store,” Fox said.
From simple cheese and deli platters to cocktail party menus, complete holiday dinners and even delicious dessert trays, catering experts and chefs help with cooking and planning so families can have a memorable gathering.
“Many families have told us that they just don’t have time to do all the prep work themselves, so while this is not a full catering service with people coming to your home to serve, it provides our customers a service where they can order all their party-planning needs in one place.”
At ShopRite, a growing service is the supermarket’s ShopRite From Home program, which allows customers to save time and energy by ordering their groceries from the convenience of their own residence.
“The majority of ShopRite stores offer the ShopRite From Home service, which allows customers to shop online and pick up groceries at the store or have those groceries delivered right to their doorstep,” said Karen O’Shea, spokeswoman for Wakefern Food Corp.
Whether you are a busy parent, are injured or can’t make it to the store for some other reason, the ShopRite From Home service is an effortless way to get all the groceries you need with the click of a button.
“The ShopRite Mobile App and ShopRite From Home service allow customers to place orders electronically, and those grocery orders are then shopped in store by personal, trained shoppers,” O’Shea said. “Customers can tell our shoppers how they like their produce picked or cold cuts sliced. Our shoppers will also call customers at home if we are out of a certain item.
“Service is key, and it’s the reason our ShopRite From Home service continues to grow each year.”
Heather Casey of Edison said that, with being a mom of four sons and she and her husband both working full time, ShopRite from Home allows her to order her groceries on her time and schedule the deliveries for when it is most convenient.
“With four kids and both my husband and I working full time, every second counts,” Casey said. “We started using ShopRite from Home when my youngest son was born and food shopping became an added challenge.
“It is so helpful because we can shop from our phones or computer early in the morning or late in the evening when the kids are asleep and schedule pickups [or] deliveries around our work/family schedules. I rarely see the inside of the store any more because this service is so helpful!”
The ShopRite Pharmacy App makes getting prescriptions easier for customers.
“The ShopRite Pharmacy App makes managing prescriptions simple by allowing customers to refill prescriptions and transfer prescriptions right to their local ShopRite,” O’Shea said.
Diana Fransis, retail dietitian program supervisor at Wakefern Food Corp., works closely with more than 120 registered dietitians across 130 stores, training them to work with customers and educating them on making healthier choices while food shopping, as well as carrying out these choices by preparing healthy, well-balanced meals.
“Our registered dietitians will sit down with customers in a free one-on-one consultation, talk about their needs and goals, find out what they are looking for, dive into a diet plan and will even walk around the store with customers showing them where the food that is best for them is,” Fransis said.
ShopRite’s Culinary Workshops is a hands-on cooking class program taught by professionals who share their skills and knowledge, helping customers acquire limitless meal possibilities that include delicious, healthy ingredients.
“They’re cooking full meals with appetizers, entrees, desserts, and we even have a kids cooking class that teaches them how to make a very easy meal.”
According to Fransis, part of the supermarket’s Health and Wellness program includes the Dietitian’s Selection recipe program, a collection of recipes featuring healthy ingredients and essential nutrients while limiting the amount of fats, cholesterol and sodium.
“People are becoming much more aware about healthy eating and getting proper nutrition, and there is so much that our registered dietitians and chefs offer and can help with,” Fransis said. “All our services are free.”
Arlene Putterman, manager of public and community relations at Stop & Shop’s New York Metro Division, said getting prepared for the holidays or other festive occasions is easy as customers can order party platters, desserts, cakes and other arrangements online for in-store pickup and can order flowers.
“Stop & Shop provides fully prepared holiday dinners,” she said. “All the fixings without the prep work.”
Putterman said the supermarket’s Peapod service also makes delivering groceries to your home or business easy.
“Peapod online home delivery service strives to deliver convenience and value,” she said. “Customers can order online or on Peapod’s free mobile app for grocery home delivery or car-side service at one of our many pickup locations.”