THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Tuesday, October 18, 1994 TAG: 9410180295
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY STEPHANIE STOUGHTON, STAFF WRITER
DATELINE: VIRGINIA BEACH LENGTH: Medium: 89 lines
It was nothing less than a stampede of shoppers. They packed a parking lot this weekend and caused a back-up so long that police were summoned to direct traffic.
Free tickets to a Garth Brooks concert? Wonderbras?
Nope.
It's the local debut of Farmer Jack, the pitchfork-toting, ruddy-cheeked yokel in suspenders who screams out in advertisements that his new Virginia Beach supermarket is ``stompin' out high prices.''
Who is this guy, anyway?
It's A&P in disguise, trying out a new image after another of its chains - Super Fresh - lost its edge in the Hampton Roads market. This time, however, customers are saying nice things. And even one of A&P's harshest critics is offering a few words of praise.
``This is definitely a departure from the Super Fresh prototype,'' said Jeffrey Metzger, editor of the trade publication Food World. ``They did an excellent job. This gives the company an opportunity to try to take a new path in Hampton Roads.''
In the past, Metzger has criticized Montvale, N.J.-based A&P, or The Great Atlantic & Pacific Tea Co., for not being aggressive and getting ``steamrolled'' in one of the leanest and meanest industries.
But the Farmer Jack supermarket at the Newtown Baker Crossing shopping center is nothing like Super Fresh and nothing like the Detroit-based chain of Farmer Jack stores that A&P owns.
It has the same value pricing. But this time, A&P wanted to make sure it pampered its shoppers by adding a produce section with up to 400 varieties - everything from big raspberries to a dried pepper used to make tomatillos.
The average grocery store has about 200 to 250 different fruits and vegetables, said division produce director Randy Down. Farmer Jack has about 400, he said.
There's also a crunchy-bread bakery, chocolate mousse in the deli and, of course, a farming theme that includes pumpkins, hay and other props to give that down-on-the-farm feeling on the shelves.
As a sign of the times, the supermarket has added diaper-changing stations in the women's and men's restrooms.
Still, if Farmer Jack is to remain a success, A&P will have to keep an eye on it and be willing to make extra resources available, Food World's Metzger said.
``I think the big test with that store will be this: Can they maintain the level of service that a store with strong perishables demands?'' he said. ``Also, will A&P devote the resources to maintain that level over a long period of time?''
Yes to both questions, vowed Harry N. Austin, a vice president of A&P's South-Central stores.
``The company has a long-term commitment,'' he said.
In fact, A&P chairman James Wood flew down from his corporate nest to harumph and nod in approval. While here, he OK'd plans for two more Farmer Jacks, Austin said. At least one will be in Hampton Roads, he said.
The Virginia Beach store is the first Farmer Jack to open on the East Coast, he said.
A&P purchased Borman's Inc. of Detroit, which operated Farmer Jack, in 1989. The new subsidiary was performing better, so dozens of A&P stores in Michigan were converted to Farmer Jacks.
There are now more than 90 Farmer Jacks in that state.
Farmer Jack is just one of several new supermarket names appearing in Hampton Roads as the industry gears up for more competition.
Harris Teeter of North Carolina plans to break ground on at least two upscale grocery stores in Hampton Roads next year. And Hannaford Bros. of Maine also is looking at sites in Tidewater and Richmond.
``I think they're very concerned,'' Austin said of his Hampton Roads competitors. ``And they should be. There's plenty of business in this market, and I think we're going to get our fair share of it.'' ILLUSTRATION: Color photos
PAUL AIKEN/Staff
With every cashier busy, right, Farmer Jack's called in help, above.
Robert Rico, a manager at a related store in Norfolk, helped direct
traffic, working 15 to 16 hours a day. Customers were putting in
mroe time, too: Below, W.T. Compton waited - just 35 minutes,
compared to others' 90. The trick? Wife Suzanne, foreground, filled
their baskets while he stood in line.
Map
STAFF
by CNB