SCHENECTADY, NY – Price Chopper is changing its name to ‘Market 32 by Price Chopper.’  This change comes as the company in investing over $300 million over the next five years in a major renovation and rebranding campaign.

“Market 32 represents the next leap forward for our company.  We have evolved from the Public Service Market to Central Market to Price Chopper by responding to customers’ changing needs over time and Market 32 in the next natural progression for us,” said Neil Golub, Price Chopper’s Executive Chairman of the Board.  “Early learnings gleaned from our Market Bistro concept store have put our next generation in an excellent position to make this move today.”

In a press release, the company says that the new brand will change food shopping for its customers by modernizing its stores and offering new services and products.  To start, three Price Chopper stores, two in New York and one in Massachusetts, are being converted into Market 32 stores, and the first ‘ground up’ Market 32 store will be built in Massachusetts beginning tomorrow.

A second wave of conversions are planned to begin over the next 18 months and will encompass 10-15 stores.  More than half of the 135-store chain will be converted in the first five years.

“Market 32 combines what we are hearing from our customers and what we are learning at Market Bistro with some of the best thinking in the retail industry, and will focus on delivering a distinctively different shopping experience to our customers.  Our stores will meet customers’ needs today and for decades to come.  Most importantly, though, we will continue to offer great value for great food and service,” said Jerel Golub, Price Chopper’s President and CEO.

The new stores will have expanded food service options, an enhanced product mix and a re-emphasis on customer service.  Key elements of the savings platform currently in Price Chopper stores will also be incorporated into Market 32, like Price Chopper brand products, AdvantEdge card savings, weekly features and spherical promotions and more.

“This is not merely about beautifying our Price Chopper stores. It is a complete refocus of our company on the core values that our customers are looking for in a store. We will be re-engineering nearly every facet of the store, beginning with the name but extending into our marketing, product selection, services offered and customer focus,” said Jerry Golub. “Our investment in this transformation reflects not only the position of strength from which we take this calculated risk, but our determination to set a new and higher more customer-focused standard that will engage and inspire shoppers for decades to come.”

The Market 32 stores will start rolling out across the chain’s six-state footprint this spring.  Stay tuned to AndNowUKnow as we continue to track this rebranding campaign.

Price Chopper