Cingari Family Markets Caters to Its Communities
“There are a lot of bigger retailers that can’t ‘right-fit’ their stores. That’s our competitive advantage: tailoring the store to our community,” Tom Cingari Jr. VP of produce, floral, and ecommerce at Cingari Family Markets, told Specialty Food News in a discussion about the renovations that modernized two Stamford, Connecticut locations: ShopRite of Commerce Street and the smaller-format Grade A Market.
He noted that communities are shifting away from “cookie-cutter” grocery formats, and that sales growth has resulted from changes made to cater to its shoppers needs.
The remodeled ShopRite features an upgraded façade, interior aesthetic, and expanded produce, meat, seafood, and bakery departments. It also features a dine-in and take-out area, called “The Grill,” an on-staff cheese monger, updated international cheese section, a full-service butcher, and expanded prepared food offerings. Cingari Jr. noted the location meets the needs of local shoppers, which he described as a melting pot of demographics and income levels.
“We can hit the best of both worlds and everything in between when it comes to the super high-end and budget shopper,” he said.
The Grade A Market store focuses on middle-income residents in particular. Cingari Jr. noted that its customers have been shopping there for generations and tend to be less diverse. At this location, equipment was modernized with sustainable refrigerators and freezers. Produce, seafood, floral, and meat departments were also enhanced.
"The renovations have allowed us to create an unmatched experience with incredible service, quality, and convenience for our customers," said Tom Cingari, Sr., president and CEO of Cingari Family Markets, in a statement.
Leading With Private Label, Prepared Foods
Coinciding with the remodels was the execution of a rebrand of Cingari's private label offerings.
"The Cingari Family Markets products pay homage to our family's history, and the new logos are inspired by the original design, materials, and colors my grandfather used for the very first store, while embracing a modern aesthetic," said Cingari Sr. in a statement.
Cingari Jr. told Specialty Food News that, despite the tradition, the brand “still has strong roots to the modern foodie,” with a focus on sustainability and quality. The retailer endeavors to ensure its private label products sustainable and locally sourced. Products in the line include jarred marinara and vodka sauces based on family recipes, pre-packaged produce and prepared meals, and organic coffee. Cingari Jr. said the grocer will continue to expand the selection, and most recently debuted a single-origin imported olive oil from a family farm in Bolognia, Italy.
These offerings uplift not only select categories but the entire store, he said.
“We have seen tremendously positive shopper feedback and customer retention from our bakery and made in-store products,” said Cingari Jr. “Pantry items…just add to the experience. If you feel you can come to the store for fresh produce and meat, then find high-quality shelf-stable ingredients, that’s great. It provides value. It is time-saving without breaking the bank.”
When it comes to prepared foods, Cingari Jr. said the retailer emphasizes a high-quality experience that can help foster trust between the grocer and its customers.
“The prepared foods section has improved how people see us from a quality perspective,” he said. “It helps the rest of the store because the thought process is: if you can go into the store and trust you can get a restaurant-quality meal there, you can likely trust everything else there.”
Cingari Jr. said that, since the pandemic, the area has continued to sustain growth. To support this effort, the grocer continues to innovate on its selection and test new and seasonal offerings. He added that a prepared foods section facilitates the experience of the modern eater—someone who cooks at home both to save money and because of a newfound love for cooking for themselves and others. These shoppers, particularly members of younger generations, still have a few nights where they want something quick, easy, and high-quality. “We’ve put a ton of resources into achieving that,” he said.
Omnichannel Approach
The omnichannel shopper is the retailer's most successful customer, driving as much as three-times the value of the traditional shopper.
The locations offer service through Instacart and its internal “Order. Pickup. Deliver.” service. Despite lower margins in the ecommerce space, the grocer continues to invest in the experience because it enables people to shop more, and because it helps to acquire new shoppers.
“Whether we like it or not, shoppers want the convenience from their home. Our shoppers are demanding it,” said Cingari Jr.
Family-owned and operated for roughly 90 years, Cingari Family Markets owns 10 ShopRite stores and two Grade A Market supermarkets across southwestern Connecticut, four of which are located in Stamford.