{"id":16027,"date":"2014-12-10T19:39:19","date_gmt":"2014-12-11T00:39:19","guid":{"rendered":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change.html"},"modified":"2014-12-10T19:39:19","modified_gmt":"2014-12-11T00:39:19","slug":"price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change","status":"publish","type":"post","link":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/","title":{"rendered":"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change"},"content":{"rendered":"
\n
\"market\n<\/div>\n
This rendering shows what the Wilton Price Chopper will look like when it undergoes a makeover into the new Market 32 brand. It will be among the first to be re-branded\n<\/div>\n<\/div>\n

The Golub Corp., longtime operators of
\nthe Price Chopper chain of grocery stores,
\nannounced in November that it will be rebranding
\nits stores with a new name and a
\nnew look.<\/p>\n

The company is also planning to remodel
\nall of its 134 stores over the next eight years
\nor so at cost of some $300 million.
\nThe stores in Clifton Park and Wilton are
\namong the first three that are getting the
\nmakeover, the third being Pittsfield, Mass.<\/p>\n

Price Chopper stores, and the brand, will
\nbecome Market 32. The company promised
\nthe new brand will change food shopping for
\nits customers by modernizing its stores and
\noffering new services and products.
\nMarket 32 stores will begin rolling out
\nacross the chain’s six-state
\nfootprint this
\nspring.<\/p>\n

A few days after the announcement, Jerry
\nGolub, Price Chopper CEO, took questions
\nfrom customers in a live chat on Facebook.
\nHe stated that the rebranding “does not
\nadd significant additional costs. Most of the
\ninvestment is being made in upgrades to our
\nstores. In addition, we will continue to keep
\nprices as low as we possibly can. They will not
\ngo up as a result of this rebranding effort.”<\/p>\n

He said the company has no intention to
\ndo away with the programs such as the AdvantEdge
\ncard and Fuel AdvantEdge rewards.<\/p>\n

“We did not start with the intention of
\nchanging our name. We started with the goal
\nof determining the type of shopping experience
\nthat our customers are looking for now
\nand in the future,” the CEO said. “Once we
\nhad a clear vision of what that experience
\nwill include, and how it will be unique and
\nrelevant, we had to hold up a mirror to the
\nPrice Chopper name and ask ourselves if the
\ncurrent name reflects where we are going as
\na company. That’s when it became clear to us
\nthat the Price Chopper name was too limiting
\nand needed to be changed.”<\/p>\n

He said the $300 million in investment
\n“will entirely change their look and feel, while
\noffering an enhanced selection of products,
\na focus on health and wellness, and other
\nelements that will enhance the shopping
\nexperience. The portion of the total investment
\nthat pertains to the name change is
\nactually very small.<\/p>\n

“Updating our stores is something that
\nis necessary if we want to continue to be
\nrelevant and meet our customers changing
\nneeds. We would be spending close to that
\namount to update and modernize our stores,
\neven without a rebranding effort.”<\/p>\n

He said the money will not only be used to
\nupdate the look and feel of our stores, but will
\nadd important elements and offers to improve
\nthe shopping experience.<\/p>\n

Making the formal announcement, Neil
\nGolub, executive chairman of the board of the
\nSchenectady-based company, said Market 32
\n“represents the next leap forward for our company.
\nWe have evolved from the Public Service
\nMarket to Central Market to Price Chopper
\nby responding to customers’ changing needs
\nover time and Market 32 is the next natural
\nprogression for us,” said. “Early learnings
\ngleaned from our Market Bistro concept store
\nhave put our next generation in an excellent
\nposition to make this move today.”<\/p>\n

The choice of Market 32 as the new name
\n“is a reflection of the fact that our company
\nwas founded by Ben and Bill Golub back in
\n1932. We’re very proud of our heritage and
\nthe fact that we’ve been part of this great
\ncommunity for the past 82 years, and there’s
\nno better way to express that pride than by reflecting
\nit in our new name,” said Neil Golub.<\/p>\n

The first “ground up” Market 32 will be
\nbuilt in Sutton, Mass. A second wave of conversions
\nwill begin over the next 18 months
\nand encompass another 10 to 15 stores. More
\nthan half of the chain will be converted within
\nfive years, he said.<\/p>\n

The new stores will have expanded food
\nservice options, an enhanced product mix
\nand a re-emphasis on customer service.
\nMore details about the many differences
\nin the new concept will be unveiled in the
\ncoming months as store conversions begin,
\nthe Golubs said.<\/p>\n

“This is not merely about beautifying our
\nPrice Chopper stores. It is a complete refocus
\nof our company on the core values that our
\ncustomers are looking for in a store. We will
\nbe re-engineering nearly every facet of the
\nstore, beginning with the name but extending
\ninto our marketing, product selection, services
\noffered and customer focus,” said Jerry
\nGolub. “Our investment in this transformation
\nreflects not only the position of strength from
\nwhich we take this calculated risk, but our
\ndetermination to set a new and higher more
\ncustomer-focused standard that will engage
\nand inspire shoppers for decades to come.”<\/p>\n

The chain has grocery stores in New York,
\nVermont, Connecticut, Pennsylvania, Massachusetts
\nand New Hampshire.<\/p>\n

Photo Courtesy Price Chopper<\/p>\n","protected":false},"excerpt":{"rendered":"

This rendering shows what the Wilton Price Chopper will look like when it undergoes a makeover into the new Market 32 brand. It will be among the first to be re-branded The Golub Corp., longtime operators of the Price…<\/p>\n","protected":false},"author":121,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[57,121],"yoast_head":"\r\nPrice Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal\" \/>\r\n<meta property=\"og:description\" content=\"This rendering shows what the Wilton Price Chopper will look like when it undergoes a makeover into the new Market 32 brand. It will be among the first to be re-branded The Golub Corp., longtime operators of the Price...\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/\" \/>\r\n<meta property=\"og:site_name\" content=\"Saratoga Business Journal\" \/>\r\n<meta property=\"article:published_time\" content=\"2014-12-11T00:39:19+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-content\/uploads\/sites\/48\/2014\/12\/market203220rendering20hc.jpg\" \/>\r\n<meta name=\"author\" content=\"Saratoga Business Journal\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Saratoga Business Journal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/\",\"url\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/\",\"name\":\"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal\",\"isPartOf\":{\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#website\"},\"datePublished\":\"2014-12-11T00:39:19+00:00\",\"dateModified\":\"2014-12-11T00:39:19+00:00\",\"author\":{\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/ddf5fd6df8c43505ff3a5fb93e64871d\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#website\",\"url\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/\",\"name\":\"Saratoga Business Journal\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/ddf5fd6df8c43505ff3a5fb93e64871d\",\"name\":\"Saratoga Business Journal\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/2c854d5e50c70dc686bfc980524ca4f5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/2c854d5e50c70dc686bfc980524ca4f5?s=96&d=mm&r=g\",\"caption\":\"Saratoga Business Journal\"},\"sameAs\":[\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/\"],\"url\":\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/author\/saratogabusinessjournal\/\"}]}<\/script>\r\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/","og_locale":"en_US","og_type":"article","og_title":"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal","og_description":"This rendering shows what the Wilton Price Chopper will look like when it undergoes a makeover into the new Market 32 brand. It will be among the first to be re-branded The Golub Corp., longtime operators of the Price...","og_url":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/","og_site_name":"Saratoga Business Journal","article_published_time":"2014-12-11T00:39:19+00:00","og_image":[{"url":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-content\/uploads\/sites\/48\/2014\/12\/market203220rendering20hc.jpg"}],"author":"Saratoga Business Journal","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Saratoga Business Journal","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/","url":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/","name":"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change - Saratoga Business Journal","isPartOf":{"@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#website"},"datePublished":"2014-12-11T00:39:19+00:00","dateModified":"2014-12-11T00:39:19+00:00","author":{"@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/ddf5fd6df8c43505ff3a5fb93e64871d"},"breadcrumb":{"@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/12\/price-chopper-300m-multi-year-project-will-improve-all-stores-name-will-change\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/"},{"@type":"ListItem","position":2,"name":"Price Chopper: $300M, Multi-Year Project Will Improve All Stores; Name Will Change"}]},{"@type":"WebSite","@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#website","url":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/","name":"Saratoga Business Journal","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/ddf5fd6df8c43505ff3a5fb93e64871d","name":"Saratoga Business Journal","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/2c854d5e50c70dc686bfc980524ca4f5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/2c854d5e50c70dc686bfc980524ca4f5?s=96&d=mm&r=g","caption":"Saratoga Business Journal"},"sameAs":["https:\/\/www.saratoga.com\/saratogabusinessjournal\/"],"url":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/author\/saratogabusinessjournal\/"}]}},"_links":{"self":[{"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/posts\/16027"}],"collection":[{"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/users\/121"}],"replies":[{"embeddable":true,"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/comments?post=16027"}],"version-history":[{"count":0,"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/posts\/16027\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/media?parent=16027"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/categories?post=16027"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-json\/wp\/v2\/tags?post=16027"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}