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In the opinion of Ron Fong, president and CEO of the California Grocers Association, Gelson’s Markets’ BB #:113119 success is pretty straightforward.
“Gelson’s is successful because they’re good operators,” he says.
“For example, the produce department is not only attractive, but it’s displayed strategically. Customers will come in with no idea what to cook for dinner but will see something that inspires them. The displays do the thinking for the customer.
“Gelson’s culture is all about customers’ experience in the store,” Fong says.
“In the upper-end grocery niche it occupies, along with Bristol Farms and Erewhon Market, the customer base is quite different from the ‘value’ customer.
“The value customer may pick up a roast beef sandwich on a French roll,” Fong says. “Gelson’s is likely to offer it on pita bread with arugula and aioli.”
Gelson’s also has a carefully orchestrated presence on social media platforms and bimonthly mailers touting the latest seasonal produce and holiday specialties along with a coupon for $5 off of purchases of $25 or more.
The frequent customer program automatically takes $5 off at the register when customers reach the $25 purchase level, and there are other coupons and deals announced via email and text.
Gelson’s full-time registered dietitian not only creates healthy recipes for the deli/foodservice department but will even consult virtually with individual customers on their dietary needs.
The website is a source of inspiration as well: customers can find recipes, wine and food pairing suggestions, holiday dishes, and an expansive catering menu. And despite its reputation as a high-end store, Gelson’s prices on many products are competitive.
Stores also excel at foodservice offerings, from salads and fresh-cut fruits and vegetables to take-home meals.
During the pandemic, grab-and-go items were expanded to include virtually all of Gelson’s prepared foods, so customers could get in and out of the stores quickly.
This an excerpt from the California Supplement to the May/June 2022 issue of Produce Blueprints Magazine. Click here to read the whole supplement.
In the opinion of Ron Fong, president and CEO of the California Grocers Association, Gelson’s Markets’ BB #:113119 success is pretty straightforward.
“Gelson’s is successful because they’re good operators,” he says.
“For example, the produce department is not only attractive, but it’s displayed strategically. Customers will come in with no idea what to cook for dinner but will see something that inspires them. The displays do the thinking for the customer.
“Gelson’s culture is all about customers’ experience in the store,” Fong says.
“In the upper-end grocery niche it occupies, along with Bristol Farms and Erewhon Market, the customer base is quite different from the ‘value’ customer.
“The value customer may pick up a roast beef sandwich on a French roll,” Fong says. “Gelson’s is likely to offer it on pita bread with arugula and aioli.”
Gelson’s also has a carefully orchestrated presence on social media platforms and bimonthly mailers touting the latest seasonal produce and holiday specialties along with a coupon for $5 off of purchases of $25 or more.
The frequent customer program automatically takes $5 off at the register when customers reach the $25 purchase level, and there are other coupons and deals announced via email and text.
Gelson’s full-time registered dietitian not only creates healthy recipes for the deli/foodservice department but will even consult virtually with individual customers on their dietary needs.
The website is a source of inspiration as well: customers can find recipes, wine and food pairing suggestions, holiday dishes, and an expansive catering menu. And despite its reputation as a high-end store, Gelson’s prices on many products are competitive.
Stores also excel at foodservice offerings, from salads and fresh-cut fruits and vegetables to take-home meals.
During the pandemic, grab-and-go items were expanded to include virtually all of Gelson’s prepared foods, so customers could get in and out of the stores quickly.
This an excerpt from the California Supplement to the May/June 2022 issue of Produce Blueprints Magazine. Click here to read the whole supplement.
