How Grocery Outlet’s Values Align with Its Marketing

Posted Mar 22nd, 2017

Grocery Outlet independent operators tailor national marketing programs, like the Independence from Hunger campaign, to their communities

Starting a local grocery store, especially in a competitive landscape, takes a lot of hard work and grit. Just ask John and Linda McGinty, independent operators of Grocery Outlet’s Tanasbourne, OR, store. The couple has found that despite a whole host of retail options just miles from them, their Grocery Outlet operation has stood strong. One of the biggest ways it has done so? Marketing programs that emphasize community outreach.

Grocery Outlet independent operators Linda and John McGinty posing for a portrait.
Linda and John McGinty, independent operators of Grocery Outlet’s Tanasbourne, OR, store, raised $10,000 in food and money for the Independence from Hunger campaign in 2016.

How the Independence from Hunger project works

The McGintys, who worked at Safeway for 27 years before joining Grocery Outlet, are especially delighted to be a part of Grocery Outlet’s Independence from Hunger campaign every July.

As part of the project, independent operators work with community organizations in need to raise money to alleviate hunger. The McGintys team up with area food banks and receive a list of needed items. These are specially tagged throughout the store for customers to pick up, pay for and place in a collection bin on their way out.

Alternatively, customers can purchase $5 or $10 worth of prepackaged bags with goods in them to add to their totals and contribute that way. Cash donations are also welcome and cashiers are encouraged to ask if customers would like to make a small contribution.

2016 was the most successful year for the McGintys’ operation of the IFH campaign, bringing in $10,000 in food and cash donations.

A set of prepackaged Independence from Hunger bags sit on a table inside a Grocery Outlet location.
Customers can pick up and pay for prepackaged bags of groceries to donate as part of Grocery Outlet’s Independence from Hunger campaign.

The IFH campaign is not the only community outreach that the McGintys are involved in. They work extensively with local schools and organizations and help the Muscular Dystrophy Association every March.

Tarek Salma, independent operator of the Davis, CA, store along with his wife, Shawndra, also does so much community outreach that the Salmas have won awards for it. During Grocery Outlet’s Independence from Hunger campaign, the Salmas provide additional incentives for staff to raise money.

Independent operators tailor marketing to community

Independent operators like the McGintys and the Salmas both appreciate Grocery Outlet’s commitment to communities in need and the flexibility they are granted to implement these marketing programs.

The McGintys are proud to be part of Grocery Outlet’s Independence from Hunger program. “We realize we have an amazing vehicle here that helps us reach the community and we serve as liaisons for our customers so we can all together help those in need,” John says. “What’s more, we also get a lot of free press from the campaign.”

The Independence from Hunger campaign says a lot about Grocery Outlet’s culture right from corporate to the operators and staff. “At Grocery Outlet, we are proud to bring together our stores and their customers to feed people who are facing hunger and food insecurity in local communities,” says Ashish Kapadia, Sr. Recruiter.

It is this mission that the independent operators also value. “It is just the right thing to do and we are so honored to be a part of Grocery Outlet’s mission,” John says. After all, Grocery Outlet’s values are ones that independent operators cherish — feeding communities in need, creating a workplace which nurtures family spirit and building sustainable businesses along the way.

Learn more about Grocery Outlet

If you’re interested in starting a grocery store and would like more in-depth details about the Grocery Outlet independent operator opportunity, download our free information report. You can also learn more by visiting our research pages.

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