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Price Chopper changing name to Market32

Posted on November 11, 2014  |  By Shannon Fromma, Times Union     




From our news desk:


SCHENECTADY – The Golub Corp. is changing the name of Price Chopper supermarkets to Market32.

The Schenectady-based chain is making the announcement at a news conference this morning at its headquarters.

The new name was derived from “the fact that our company was founded by Ben & Bill Golub back in 1932!” the company said on Twitter.

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The grocery store chain's parent company, the Golub Corp., announced today that it will begin a massive rebranding and modernization of its stores this spring. The chain's new name will be Market 32, a reference to Price Chopper's founding by the Golub family in 1932.

The new brand will roll out gradually to all stores over the next eight to nine years. Price Chopper expects more than half of its 135 stores will be converted in the next five years at a cost of more than $300 million.

The new stores will have expanded dining options and new products, Price Chopper said.

The only store that won't be converted is the company's Market Bistro location, which opened earlier this year in Latham, near Albany.

The location is a showcase store for Price Chopper. It has more than a dozen eateries and products sourced from around the country.

It's a good bet the new Market 32 stores will incorporate some of the elements of Market Bistro, although Price Chopper hasn't disclosed many details yet.

The company said it will unveil specifics in the coming months.

Price Chopper brand products, weekly features, special promotions, coupons, the Price Chopper Fuel AdvantEdge program and AdvantEdge card savings will remain in place under the Market 32 brand.

Current Price Chopper stores in Clifton Park, Wilton and Pittsfield, Massachusetts will be the first converted to Market 32 locations.

The first newly built Market 32 store will be in Sutton, Massachusetts. Work on that location will start tomorrow, according to Price Chopper.

A second batch of conversions will begin over the next 18 months and include another 10 to 15 stores. No word yet on when the Syracuse area will start seeing the new brand.

It's no surprise Price Chopper is bulking up its dining offerings. Wegmans has been at that game for years with its in-store Market Cafes.

Price Chopper is headquartered in Schenectady and has stores in six states.

Quoted from bumblethru

i'm sure they gotta try something to stay afloat!!
they ain't getting our business......changed name or not!!

Quoted from Madam X

I can't say I care for that name, but I don't see it as driving away any customers. I don't see it as attracting any either.