I am in awe of the Market Basket brand and the impact this brand has had on so many lives, especially in the past several months. I boycotted the store and closely watched the events unfurl. There was rarely an interaction over these past weeks that did not include a reference to the Market Basket saga.
This past weekend I went back. I debated as time was tight (isn’t it always?) and I have no patience for making two stops to get what I need. I decided I would give Market Basket a chance and see how if they had any produce and dairy. Wow! I was wow’d. I am a consumer who is not easily wow’d, but I was smiling as I approached the doors. Signs in the windows – “Thank you” and “Welcome Home” – really nice choosing home over back. The friendly voice over the intercom reinforced the welcome and more kind words of thanks. Employees had smiles; you could feel the positive vibe. The bakery team was handing out free snacks (note to my trainer – I DID not take any). I started shopping in produce and was not just surprised, but amazed at the full bins and all the fresh produce. It was Sunday of a long weekend. Truckers, warehouse teams and the store staff were busting their butts to get this store back to normal. As I shopped, a man spoke to me and shared his excitement for the store being back, for being able to shop again at a store he loved and commenting on how the produce was back. There really was an energy and an excitement that was heartwarming. It is not uncommon for me to speak to people I don’t know (ask my kids), but chatting with the shopper near you seemed normal, healthy and part of the process we had all been through as collective Market Basket shoppers. I was having fun, actually enjoying this. Reminder, this is grocery shopping people! One of the most mundane weekly chores on my list. How the heck has Market Basket turned grocery shopping into an experience?
The marketer in me can’t help myself. This brand is amazing! People walked off their jobs to support Artie T. They risked the stability of their lives – their jobs and their income to support their leader. They love the brand – the store, the family atmosphere and what they stand for. They organized shopping carts in the parking lot to form his initials. Local establishments delivered pizza to the workers. We as customers boycotted the stores and went elsewhere to pay more and get less. Local farmers lost business. People on fixed incomes suffered. People on bus routes suffered. Then the news broke that a deal had been reached and Artie T was back. There was palpable excitement, relief and joy. Full page ads in the Boston Globe including suppliers welcoming Market Basket back. Reminder, this is a grocery store chain. AMAZING.
So what is it? As I say to my clients, what is the secret sauce? This is more than JUST low prices. There are plenty of discount, low price companies that have never attained this brand status. There is not this level of affinity, brand equity, love, and loyalty attributed to a brand like this and certainly not in this same category. This is uncommon, unique and yes, remarkable. A neighbor of mine was self-described as being ‘sad’ over the risk of Market Basket going away. Another friend expressed concern – what if they sell to Hannaford? It was MORE than just the low prices. It was the secret sauce.
My grocery shopping over Labor Day weekend was an experience. Managers stocking shelves, smiling and thanking you. Helping me try to find an item on my list and then sincerely apologizing to me because they did not yet have it n stock. I smiled and said “No problem at all. I am glad you guys are back and I completely understand.” People were so nice, so warm and friendly. In a sea of mostly strangers, there was a sense of belonging, of being one, of the power of standing for something that is good. I can’t pinpoint all the ingredients of this secret sauce, but I am in awe. I train client’s employees on the brand and on the message. I am in awe of this number of employees being in sync, being on message and clearly and consistently representing the brand. As the cashier said to me as we chatted during checkout, ‘we look forward to the movie’ and with her big wide smile thanked me for coming back. That is a movie I will see. I also look forward to reading the business case as clearly this is one story we can all continue to learn from.