The Grocer’s Dilemma

Market 32

USA

Price Chopper saw where they were headed. Baby boomers were keeping business strong, but relying on them would limit growth.
To ensure long-term success, this chain of value-focused supermarkets across the American Northeast needed younger shoppers.

Watt overhauled the entire chain – from the façade and in-store merchandising to the fittings, fixtures and uniforms, even the name.
A nod to Price Chopper’s launch in 1932, the new “Market 32” stores are designed to appeal to millennial food lovers without forgetting the needs of older, value-conscious shoppers. Market 32 delivers a fresh, energized environment and brand.

As the rollout continues, Market 32 locations continue to outperform Price Chopper stores. The result is increasing revenue as well as significant improvements in visit frequency and customer satisfaction.