In addition to an impressive selection of fresh, prepared and packaged food, Wegmans vows its 84th store — opening in Chestnut Hill tomorrow at 7 a.m. — will have the lowest prices in the market, matching those at its Northboro location some 30 miles away.
"Our prices are 20 percent below what people have had to pay in this market," president Colleen Wegman said. "The closest competitor to us is Market Basket (its nearest store is 15-plus miles away in Ashland), but we'll be the lowest-priced in the market."
Fliers and in-store signs highlight Wegmans' prices — for bread and butter to DiGiorno Rising Crust Pizza and Crest Complete Whitening Toothpaste — versus those of Stop & Shop, Shaw's, Star Market, BJ's Wholesale and CVS.
Ten years ago, Wegmans turned away from weekly sales to "everyday low prices." A poultry department sign, for example, touts its $1.99-per-pound family pack of 10 chicken breasts — a price maintained for the past four years.
"We do high volume," spokeswoman Jo Natale said. "It's why we look for sites in high-density areas."
The private company posted $7 billion in revenue last year, up from $6.6 billion in 2012. It debuted in Massachusetts with its Northboro store in 2011. A Burlington store will open this fall, followed by Westwood in 2015 and a Boston store in the Fenway three or four years out.
Prices aside, the food still takes center stage at the new Wegmans, on the small side for the chain at 80,000 square feet, including the upstairs liquor store.
"This is different for us," CEO Danny Wegman said of the size. "Another real difference is the customers we're going to serve and their lives. They are very food-interested and care about what they eat."
Wegmans focuses on convenience with a large prepared food area with Asian, chicken wing, summer salad, regular salad, cut fruit and vegetarian self-serve bars with calorie counts for each item. There's sushi, a coffee bar, pizza, sandwiches and packaged prepared food.
The seafood department will steam lobsters, clams and other shellfish for free for takeout. There are kosher and gluten-free sections, and 3,000-plus organic products.
Wegmans dry-ages meats in the store, and its cheese section has a misting case for ripening. Workers will even cut fruit and vegetables to order for customers who need, say, a cup of chopped carrots for a recipe.
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