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Architecture + Branding: Price Chopper attempts to shed old labels and recast the grocery store for what’s next

1-Industry under siege

The grocery business has generated significant press in recent months, and not necessarily for similar reasons.

In the summer of 2015, Whole Foods’s New York City weight debacle surfaced, tarnishing the brand’s enviable reputation, and putting a dent in its esteem on both Main Street and Wall Street (source: cnbc.com). Internet retailer Amazon also restated its desire to build-out physical drive-up grocery stores to supplement its existing AmazonFresh service (source: engadget.com, cnbc.com, theverge.com).

DSC13150 PCH - Whole Foods 2210 Westlake Avenue Seattle WA

Photo: Whole Foods, front 3/4 view,  2210 Westlake Avenue, Seattle, Washington

In late Summer/early Fall, Target unveiled an option for Minneapolis-area residents to buy their groceries online and have them delivered (source: corporate.target.com). Additionally, in order to compete with Amazon and Instacart, Google, with retail partners including Whole Foods, Costco and Walgreens, will start testing a delivery service for fresh groceries in select U.S. cities (source: telegraph.co.uk). Subsequently, Walmart announced the expansion of its online grocery shopping service, along with the addition of several markets, and free grocery pickup (source: cnbc.com, techcrunch.com, time.com).

In late Fall, Tesco, the UK-based retail giant, announced that it would close and wind down its Fresh & Easy grocery business, which had a presence in California, Nevada and Arizona (source: cnbc.com).

Largely local in nature, hyper competitive, and often featuring razor-thin margins, the privy of the traditional grocery store continues to be encroached from all sides.

2-Reflecting tower

In highly competitive markets, establishing and maintaining a consistent and recognizable design and aesthetic can greatly help in building a strong brand presence and recognition.

Regional grocery chain Price Chopper, based in Schenectady, New York, has largely followed this train of thought and crafted an aesthetic that remains largely identifiable.

DSC11302 PCH - Price Chopper 854 State Route 13 Cortland NY

Photo: Price Chopper, front view, 854 State Route 13, Cortland, New York

Operating in the Northeast market, Price Chopper competes against a plethora of regional brands, such as Tops (P&C), Wegmans, Pathmark, ShopRite, Hannaford, and Weis, as well as mass merchants Walmart and Target, and deep-discount brands like Aldi and Save-A-Lot.

Price Chopper’s suburban grocery store is often located in close proximity to, or as part of land developments projects, that include other non-grocery store retailers. As such, the likelihood of the store being a free-standing building, or ganged together with others within a strip mall/power center configuration, is rather equal.

PCH - Price Chopper 5701 East Circle Drive Suite 100 Cicero NY 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 5701 East Circle Drive, Suite 100, Cicero, New York (source: maps.google.com)

DSC09477 PCH - Price Chopper 5701 East Circle Drive Suite 100 Cicero NY

Photo: Price Chopper, front 3/4 view, 5701 East Circle Drive, Suite 100, Cicero, New York

Often set back far from the street, these particular Price Chopper locations are typically fronted by a substantial sea of parking.

PCH - Price Chopper 442 Balltown Road Schenectady NY 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 442 Balltown Road, Schenectady, New York (source: maps.google.com)

As an anchor tenant, the grocery chain tends to command a street-facing presence. However, depending on the circumstances, as much as the site/mall geometry, the store may face away from the street and have a front facade that looks inwards towards another mall tenant.

PCH - Price Chopper 475 State Route 3 Plattsburgh NY 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 475 State Route 3, Plattsburgh, New York (source: maps.google.com)

The large format suburban grocery stores, nearing 100,000 sq. ft., definitely exhibit superstore-like attributes.

PCH - Price Chopper 285 Plainfield Road West Lebanon NH 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 285 Plainfield Road, West Lebanon, New Hampshire (source: maps.google.com)

PCH - Price Chopper 990 Torringford St Torrington CT 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 990 Torringford Street, Torrington, Connecticut (source: maps.google.com)

Rectilinear in design, the stores tend to adopt rectangular shapes, typically favouring a wide front combined with a shallow depth, for maximum retail store frontage. However, the final shape remains somewhat dependent on the site constraints.

PCH - Price Chopper 410 Queen Street Southington CT 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 410 Queen Street, Southington, Connecticut (source: maps.google.com)

Almost exclusively a single storey/ground floor commercial operation, the stores are nonetheless double-height. As 2 storey volumes, the large buildings appear slightly less squat. Additionally, mezzanine areas may be built inside the main store to house ancillary functions, such as employee areas or building services.

Articulation is kept to a minimum. alternatively, articulation at the rear of the building is functional in nature, driven by receiving, loading and unloading functions.

PCH - Price Chopper 358 North Main St Gloversville NY 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 358 North Main Street,  Gloversville, New York (source: maps.google.com)

The facade is dominated by a large multi-storey glass/mirror clad tower, that doubles as a vestibule. The whole appendage juts out from the main building to create a focal point to the main elevation, break up the long facade, draw visual attention, and orient customers. The curtain wall vestibule is typically flanked on either side by large round columns that stretch vertically to terminate with the top of the glass clad facade.

DSC09664 PCH - Price Chopper 475 State Route 3 Plattsburg NY

Photo: Price Chopper, front view, 475 State Route 3, Plattsburgh, New York

PCH - Price Chopper 410 Queen Street Southington CT 2 https___www.google

Photo: Price Chopper, front view, 410 Queen Street, Southington, Connecticut (source: maps.google.com)

A canopy typically projects from either side of the vestibule providing shelter in inclement weather for patrons. Often out-stretched to dress the entire front facade, the canopy also segments the elevation into distinct strata. Subsequently, the height and verticality of the glass/mirror clad tower is further reinforced.

PCH - Price Chopper 2515 Erie Blvd Syracuse NY 3 https___www.google

Photo: Price Chopper, front 3/4 view, 2515 Erie Boulevard, Syracuse, New York (source: maps.google.com)

At first blush, ingress and egress doors are not evident. The vestibule serves the purpose of providing a circulation bottleneck to funnel in and out customer traffic. Located at right angle to the glass/mirror clad tower, the entrance/exit automatic sliding doors, typically line up behind the round columns.

DSC09561 PCH - FORMER Price Chopper Oswego Road at Soule Road Clay NY

Photo: FORMER Price Chopper, front view, Oswego Road at Soule Road, Liverpool, New York

However, in several cases, the vestibule is enlarged substantially by adding kneewalls and windows on one or both sides of the entrance tower.

PCH - Price Chopper 358 North Main St Gloversville NY 3 https___www.google

Photo: Price Chopper, front 3/4 view, 358 North Main Street, Gloversville, New York (source: maps.google.com)

Beyond those located adjacent to the entrance vestibule, limited windows can be found on the elevations. As the entrance tower is often clad with reflective mirrors, visibility is limited into the store. Additionally, a general absence of windows results in the elevations having a high opacity.

PCH - Price Chopper 442 Balltown Road Schenectady NY 4 https___www.google

Photo: Price Chopper, front view, 442 Balltown Road, Schenectady, New York (source: maps.google.com)

Although few distinct banding elements can be discerned, a banding effect is achieved with the use of different materials, as well as the canopy roof element.

PCH - Price Chopper 564 Southwest Cutoff Worcester MA 5 Jun 2011 https___www.google

Photo: Price Chopper, front view, 564 Southwest Cutoff, Worcester, Massachusetts (circa June 2011) (source: maps.google.com)

Likewise, reveals are rather limited, with some indications within the EIFS (Exterior Insulation and Finish System).

Although the building’s primary roof remains unseen, the inherently visible single slope roof from the canopy provides some visual interest, both in colour variation and material change.

A flat, continuous parapet cap flashing tops the elevation. Clad in an off-setting colour, the flashing adds a defined banding element to terminate the primary wall vertically. Wrapping around from the front to the sides and rear at a consistent height is often noticed.

PCH - Price Chopper 442 Balltown Road Schenectady NY 7 https___www.google

Photo: Price Chopper, rear 3/4 view, 442 Balltown Road, Schenectady, New York (source: maps.google.com)

However, a higher parapet wall across the front facade may wrap towards the sides only to subsequently step down, thus increasing the prime status, and height, of the front elevation.

PCH - Price Chopper 410 Queen Street Southington CT 4 https___www.google

Photo: Price Chopper, side 3/4 view, 410 Queen Street, Southington, Connecticut (source: maps.google.com)

The basic building colour palette consists of red (brick), as well as neutral tones such as beige, brown and tan. Additionally, the red, white, and blue found in the Price Chopper logo, and branding, also punctuate the elevations.

Brick cladding, EIFS (Exterior Insulation and Finish System, CMU (Concrete Masonry Unit), concrete, metal, anodized aluminum, and glass/mirror tend to round out the materials selections.

PCH - Price Chopper 564 Southwest Cutoff Worcester MA 6 Sep 2011 https___www.google

Photo: Price Chopper, front view, 564 Southwest Cutoff, Worcester, Massachusetts (circa September 2011) (source: maps.google.com)

Although enough similarities exist across numerous Price Chopper stores to draw design directions and conclusions, the design envelope does permit some latitude.

3-Local flavours

Regardless of how protective a brand attempts to be with an established design, anomalies are unavoidable.

In some instances, the basic rectilinear geometry, that would seem a non-negotiable factor as aisle upon aisle would warrant such a disposition, has been upended. Yet, even with significant articulation, numerous identifiable Price Chopper elements remain.

PCH - Price Chopper 1640 Eastern Parkway Schenectady NY 1 Aerial https___www.google

Photo: Price Chopper, aerial view, 1640 Eastern Parkway, Schenectady, New York (source: maps.google.com)

PCH - Price Chopper 1640 Eastern Parkway Schenectady NY 5 https___www.google

Photo: Price Chopper, front 3/4 view, 1640 Eastern Parkway, Schenectady, New York (source: maps.google.com)

Likewise, the glass/mirror clad tower has seen its fair share of interpretations. Topped by a gable roof, featuring square columns, or segmenting the glass/mirror field into small compartments, the classic vestibule has been recast.

PCH - Price Chopper 731 Boston Turnpike Shrewsbury MA 4 https___www.google

Photo: Price Chopper, front 3/4 view, 731 Boston Turnpike, Shrewsbury, Massachusetts (source: maps.google.com)

PCH - Price Chopper 137 State Rt 104 Oswego NY 2 https___www.google

Photo: Price Chopper, front 3/4 view, 137 State Route 104, Oswego, New York (source: maps.google.com)

PCH - Price Chopper 168 Ames Drive Barre VT 3 https___www.google

Photo: Price Chopper, front view, 168 Ames Drive, Barre, Vermont (source: maps.google.com)

PCH - Price Chopper 1026 Wyoming Ave Wyoming PA 3 https___www.google

Photo: Price Chopper, front view, 1026 Wyoming Avenue, Wyoming, Pennsylvania (source: maps.google.com)

Additionally, the entrance tower has at times slid from its central location on the facade to an offset, or corner position.

PCH - Price Chopper 1001 North Street Endicott NY 2 https___www.google

Photo: Price Chopper, front 3/4 view, 1001 North Street, Endicott, New York (source: maps.google.com)

The front canopy has been severely truncated, significantly altered, or wholly replaced by a headwall/parapet and cap flashing configuration.

PCH - Price Chopper 990 Torringford St Torrington CT 5 https___www.google

Photo: Price Chopper, front 3/4 view, 990 Torringford Street, Torrington, Connecticut (source: maps.google.com)

DSC04319 PCH - Price Chopper 1283 Arsenal Street Watertown NY

Photo: Price Chopper, front view, 1283 Arsenal Street, Watertown, New York

DSC04355 PCH - 2981 Ford Street Extention #9 Ogdensburg NY

Photo: Price Chopper, partial front view, left portion, 2981 Ford Street Extension #9, Ogdensburg, New York

DSC04356 PCH - 2981 Ford Street Extention #9 Ogdensburg NY

Photo: Price Chopper, partial front view, right portion, 2981 Ford Street Extension #9, Ogdensburg, New York

In other cases, the floor area within the covered canopy has been reclaimed as part of the interior space.

DSC09336 PCH - Price Chopper 10 Glenwood Avenue Binghamton NY

Photo: Price Chopper, partial front 3/4 view, right portion, 10 Glenwood Avenue, Binghamton, New York

DSC09338 PCH - Price Chopper 10 Glenwood Avenue Binghamton NY

Photo: Price Chopper, partial front 3/4 view, left portion, 10 Glenwood Avenue, Binghamton, New York

In some instances, the ingress/egress doors have assumed a place of prominence on the front facade, being inserted into the glass/mirror clad wall surface of the vestibule.

PCH - Price Chopper 285 Plainfield Road West Lebanon NH 4 https___www.google

Photo: Price Chopper, front view, 285 Plainfield Road, West Lebanon, New Hampshire (source: maps.google.com)

Furthermore, additional punched windows serve to open up the two-way visibility.

PCH - Price Chopper 857 Memorial Drive St. Johnsbury VT 4 https___www.google

Photo: Price Chopper, front view, 857 Memorial Drive, St. Johnsbury, Vermont (source: maps.google.com)

Additional colours, such as grey, orange and green, have been used to varying degrees.

PCH - Price Chopper 1395 New Scotland Ave Slingerlands NY 2 https___www.google

Photo: Price Chopper, side 3/4 view, 1395 New Scotland Avenue, Slingerlands, New York (circa 2015) (source: maps.google.com)

PCH - Price Chopper 1395 New Scotland Ave Slingerlands NY 3 2007 https___www.google

Photo: Price Chopper, side 3/4 view, 1395 New Scotland Avenue, Slingerlands, New York (circa 2007) (source: maps.google.com)

Nonetheless, even these types of changes remain minor enough to still retain much of the recognizable Price Chopper design essence.

However, possibly the biggest shortcoming of a standardized design is the relative lack of localization. Although often a strip mall/power center anchor tenant, Price Chopper cannot always apply its own aesthetic due to factors such as covenants and guidelines, mall standards, or demands to create a uniform composition.

PCH - Price Chopper 55 Railroad Place Saratoga Springs NY 2 https___www.google

Photo: Price Chopper, front 3/4 view, 55 Railroad Place, Saratoga Springs, New York (source: maps.google.com)

PCH - Price Chopper 121 Farmington Avenue Bristol CT 4 https___www.google

Photo: Price Chopper, front view, 121 Farmington Avenue, Bristol, Connecticut (source: maps.google.com)

Thus, like many retailers, Price Chopper ends up with an increasingly diverse portfolio.

PCH - Price Chopper 35 Talcottville Road Vernon CT 2 https___www.google

Photo: Price Chopper, front view, 35 Talcottville Road, Vernon, Connecticut (source: maps.google.com)

PCH - Price Chopper 38 Rutland Shopping Plaza Rutland VT 2 https___www.google

Photo: Price Chopper, front view, 38 Rutland Shopping Plaza, Rutland, Vermont (source: maps.google.com)

PCH - Price Chopper 1220 Storrs Road Mansfield CT 3 https___www.google

Photo: Price Chopper, side 3/4 view, 1220 Storrs Road, Mansfield, Connecticut (source: maps.google.com)

PCH - Price Chopper 1930 Saranac Ave Lake Placid NY 2 https___www.google

Photo: Price Chopper, front 3/4 view, 1930 Saranac Avenue, Lake Placid, New York (source: maps.google.com)

However, some locations manage to subtly integrate some variant of the glass/mirror clad vestibule tower design element ascribed to the Price Chopper brand.

4-Total transformation

In early 2014, Price Chopper unveiled its “Market Bistro by Price Chopper” concept in Latham, New York (source: supermarketnews.com, segd.com, progressivegrocer.com, wikipedia.org) A food-service oriented concept, “Market Bistro by Price Chopper” put a greater emphasis on ready-to-eat foods and dining (source: supermarketnews.com, pricechopper.com). Largely a blank slate exercise in interior space planning, merchandising, store zoning, and food/dining services, the redesign signaled a reboot for the Price Chopper brand.

PCH - Price Chopper 873 New Loudon Road Latham NY 13 2009 https___www.google circa 2011

Photo: Price Chopper, front 3/4 view, 873 New Loudon Road, Latham, New York (circa 2011) (source: maps.google.com)

The “Market Bistro by Price Chopper” alterations largely accepted constraints regarding site, orientation, size and geometry. The façade received attention, that although effective in elevating the design, seems rather timid. An amalgam of styling directions previously seen at other locations, the design retains and/or reinterprets much of the former cues, such as the glass/mirror clad tower and front canopy.

PCH - MARKET BISTRO 873 New Loudon Road Latham NY 3 https___www.google circa 2015

Photo: Market Bistro, front 3/4 view, 873 New Loudon Road, Latham, New York (circa 2015) (source: maps.google.com)

Nonetheless, interior layout changes are telegraphed through the resulting main entrance being relocated onto the very extreme left of the facade, along with an access to ancillary services. The previous ingress/egress vestibule has been significantly dismantled to reduce its visual importance, and to reorient patrons towards the ceremonial new entrance around the corner.

PCH - MARKET BISTRO 873 New Loudon Road Latham NY 5 https___www.google circa 2015

Photo: Market Bistro, left side 3/4 view, 873 New Loudon Road, Latham, New York (circa 2015) (source: maps.google.com)

Meanwhile, a new direct access to the Pharmacy, framed within its own vestibule, provides a counterweight at the extreme right of the main facade.

PCH - MARKET BISTRO 873 New Loudon Road Latham NY 9 https___www.google circa 2015

Photo: Market Bistro, right side 3/4 view, 873 New Loudon Road, Latham, New York (circa 2015) (source: maps.google.com)

Feedback and lessons learned with the “Market Bistro by Price Chopper” exercise have borne fruit already. More ambitious, the “Market 32 by Price Chopper” redesign is the next evolution for the brand. A complete re-think of every facet of the business, the brand looks to review marketing, product selection, services and to refocus its efforts on new and evolving customer expectations (source: supermarketnews.com). As before, working within existing built-environment constraints, the ambitious redesign nonetheless tries even harder to distance itself from the old aesthetic.

Reflecting current trends, the once mundane task of food shopping/food preparation has been elevated into a sensorial experience retailers like Whole Foods and television networks such as the Food Network.

20150525_151152 PCH - Whole Foods 300 N Broad Street New Orleans LA

Photo: Whole Foods, front 3/4 view, 300 North Broad Street, New Orleans, Louisiana

As such, the grocery shopping experience must now provide the basic staples and an overflowing shopping cart worth of multi-sensory delights.

Instantly, the “Market 32 by Price Chopper” main facade bears undeniable evidence of the changes underfoot.

PCH - MARKET 32 3045 Route 50 Saratoga Springs NY 2 https___www.google circa 2015

Photo: Market 32, side 3/4 view, 3045 Route 50, Saratoga Springs, New York (source: maps.google.com)

The once prominent multi-storey glass/mirror clad tower has been encapsulated, while the vestibule has been retained, and expanded.

PCH - Price Chopper 3045 Route 50 Saratoga Springs NY 4 https___www.google circa 2014

Photo: Price Chopper, partial front 3/4 view, 3045 Route 50, Saratoga Springs, New York (circa 2014) (source: maps.google.com)

PCH - MARKET 32 3045 Route 50 Saratoga Springs NY 3 https___www.google circa 2015

Photo: Market 32, partial front 3/4 view, 3045 Route 50, Saratoga Springs, New York (source: maps.google.com)

Similarly, the former canopy has also been outstretched to attempt to dress up the entire façade.

PCH - Price Chopper Route 146 and Plank Road Clifton Park NY 5 https___www.google circa 2007

Photo: Price Chopper, side 3/4 view, Route 146 and Plank Road, Clifton Park, New York (circa 2007) (source: maps.google.com)

PCH - MARKET 32 Route 146 and Plank Road Clifton Park NY 6 https___www.google circa 2015

Photo: Market 32, side 3/4 view, Route 146 and Plank Road, Clifton Park, New York (source: maps.google.com)

Furthermore, the ingress/egress points have relocated towards the front, making them visible upon approach.

PCH - MARKET 32 Route 146 and Plank Road Clifton Park NY 2 https___www.google circa 2015

Photo: Market 32, front view, Route 146 and Plank Road, Clifton Park, New York (source: maps.google.com)

Expansive windows replace smaller punched windows.

PCH - Price Chopper Route 146 and Plank Road Clifton Park NY 16 https___www.google circa 2007

Photo: Price Chopper, front 3/4 view, Route 146 and Plank Road, Clifton Park, New York (circa 2007) (source: maps.google.com)

PCH - MARKET 32 Route 146 and Plank Road Clifton Park NY 17 https___www.google circa 2015

Photo: Market 32, front 3/4 view, Route 146 and Plank Road, Clifton Park, New York (source: maps.google.com)

The former building colour palette has been greatly modified to favour grey, brown, beige, tan and other wood colours. Black is also prominent at window frames and aluminum assemblies. Of significant note, the Price Chopper red, white, and blue colour are conspicuously absent. Instead, the new “Market 32 by Price Chopper” logo tends towards a white and green aesthetic.

PCH - MARKET 32 3045 Route 50 Saratoga Springs NY 5 https___www.google circa 2015

Photo: Market 32, front view, 3045 Route 50, Saratoga Springs, New York (source: maps.google.com)

Adding wood into the material mix adds a warmth and creates a more upscale and contemporary composition. A jumble of different coloured wood panelling, along with vertical wood slats, and joist ends projecting from the canopy/headwall edge, make judicious use of the new material.

PCH - MARKET 32 Route 146 and Plank Road Clifton Park NY 21 https___www.google circa 2015

Photo: Market 32, rear 3/4 view, Route 146 and Plank Road, Clifton Park, New York (source: maps.google.com)

Inspired by the “Market Bistro by Price Chopper”, which will actually keep its name and become a testing ground for other concepts, “Market 32 by Price Chopper” ushers in a new era, whereby the Price Chopper brand will be completely transformed, with the changes spreading through the entire chain progressively over the next decade (source: pricechopper.com, timesunion.com, syracuse.com, wikipedia.org, bizjournals.com). Although the “Market 32 by Price Chopper” goes beyond limited, punctual and strategic alterations, modifications to the existing building stock accelerates the deployment and reduce capital costs of such a massive brand overhaul.

Rapidly building out the new look will generate a repetition of impressions, and establish a consistency that should help propel this particular architectural identity and come to typify the “Market 32 by Price Chopper” exterior aesthetic.

5-Long lineage

Far from its first major re-branding effort, Price Chopper has experienced numerous changes during its 80-plus year history. And, even though transforming the glass/mirror faced suburban stores seems rather straightforward, numerous disparate legacy, older formats, small urban, and design non-compliant stores will be inherently more delicate and difficult to convert into the “Market 32 by Price Chopper” format.

PCH - Price Chopper 84 Cooper Street Glens Falls NY 4 https___www.google

Photo: Price Chopper, front 3/4 view, 84 Cooper Street, Glens Falls, New York (source: maps.google.com)

PCH - Price Chopper 221-223 Park Ave Worcester MA 9 https___www.google

Photo: Price Chopper, front 3/4 view, 221-223 Park Avenue, Worcester, Massachusetts (source: maps.google.com)

Additionally, acquisitions, which have always required massive investment to transform and integrate into the acquiring brand aesthetic, will likely also require a modified design approach.

PCH - Price Chopper 41 Hinesburg Road South Burlington VT 2 https___www.google circa 2012

Photo: Price Chopper, front 3/4 view, 41 Hinesburg Road, South Burlington, Vermont (source: maps.google.com)

PCH - FORMER GRAND UNION 41 Hinesburg Road South Burlington VT 4 2009 https___www.google circa 2008

Photo: FORMER Grand Union, front view, 41 Hinesburg Road, South Burlington, Vermont (circa 2008) (source: maps.google.com)

PCH - Price Chopper 389 East Main Street Gouverneur NY 3 https___www.google circa 2013

Photo: Price Chopper, front 3/4 view, 389 East Main Street, Gouverneur, New York (source: maps.google.com)

PCH - FORMER P&C 389 East Main Street Gouverneur NY 4 Sep 2008 https___www.google circa 2008

Photo: FORMER P&C, front 3/4 view, 389 East Main Street, Gouverneur, New York (circa 2008) (source: maps.google.com)

Shuttering stores, or relocating to another site within relatively close proximity and building new from-the-ground-up locations to fit new superstore format, could definitely strengthen the “Market 32 by Price Chopper” brand more than attempting to force a design onto an ill-fitting, under-sized, or unworkable geometry.

PCH - Price Chopper Amherst & Iroquois Street Lake George NY 2 https___www.google

Photo: Price Chopper, front 3/4 view,  Amherst & Iroquois Street, Lake George, New York (source: maps.google.com)

PCH -Price Chopper 29 Sunderland Road Worcester MA 4 https___www.google

Photo: Price Chopper, side 3/4 view, 29 Sunderland Road, Worcester, Massachusetts (source: maps.google.com)

Alternatively, having previously conceded to maintaining the “Market Bistro by Price Chopper” brand, the grocery chain could consider a multi- brand approach with a Price Chopper banner, alongside the “Market Bistro by Price Chopper” and “Market 32 by Price Chopper” brands, replicating a common practice amongst larger supermarket chains, such as Kroger, Albertson and Food Lion.

DSC07612 PCH - Food Lion 1243 E Cumberland Street Dunn NC

Photo: Food Lion, 1243 E Cumberland Street, Dunn, North Carolina

However, embarking upon a multi-brand path, which contains numerous outliers with disparate design and architectural identities, should not be taken lightly, as it could result in a confused design aesthetic for the grocer’s entire store portfolio.

 

Disclaimer: All brands and trademarks are property of their respective owners.

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About marc lortie

marc lortie is an Architectural Designer (Technologist) currently based in Ottawa, Ontario (Canada). marc has several years of experience working in Canada and the USA on various projects, including commercial shopping centres, big-box stores, industrial plants, educational facilities, warehouses, storage facilities, intermodal facilities, hotels, offices, and residential developments. marc is a graduate of Carleton University, Algonquin College and La Cite Collegiale.

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