Price Chopper undergoes redesign, changes name to ‘Market 32′

The Golub Corp., the parent company of the grocery chain Price Chopper, unveiled a new name and banner for its stores on Nov.11.

Now known as “Market 32″ to reflect the chain’s founding in 1932, the new stores will begin rolling out across the chain’s six-state region this spring, promising change for its customers through modernized stores, as well as new services and products.


“Market 32 represents the next leap forward for our company,” said Neil Golub, Price Chopper’s executive chairman of the board. “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 is the next natural progression for us.”

Initially, three Price Chopper stores will be converted into Market 32 stores, including Shopper’s World in Clifton Park, NY, Wilton, NY, and Pittsfield, MA. The first “ground up” Market 32 was set to begin construction in Sutton, MA, on Nov. 12. A second wave of conversions will begin over the next 18 months and encompass another 10-15 stores.


Over half of the 135-store chain will be converted within five years, totaling more than $ 300 million in the redesign investment.

“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,” Jerel Golub, Price Chopper’s president and chief executive officer, said in a press release. “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.”

The new stores will have expanded foodservice options, an enhanced product mix and a re-emphasis on customer service. More details about the many differences in the new concept will be unveiled in the coming months as store conversions begin.


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