California Centers

JAN 2018

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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Page 8 of 36

6 California Centers Magazine | January/February 2018 C C I n its 65-plus year history of operat- ing in the California marketplace, Gelson's has cultivated a reputa- tion among shoppers as a destination for obtaining the highest quality food and grocery items. The company's buyers endeavor to procure produce at its peak of ripeness, the most pre- mium cuts of meat and freshest sea- food, as well as an incomparable se- lection of grocery and convenience items and pantry staples, sourced globally, that will satisfy customers' tastes and fulfill their daily needs. Per company President/CEO Rob McDougall, the overriding goal is to "provide customers with an experi- ence equal to that of top restaurants, with the best customer service and quality of any supermarket in town." This is aptly conveyed in the market- ing tag line of, "It's not just good, it's Gelson's." From the moment they enter the doors of their neighborhood Gelson's, shoppers can sense a difference. The impeccably clean, well stocked stores, staffed with helpful, knowledgeable personnel, contribute to the shop- pers' experience being prompt, con- venient and professional. The chain's success stems from customer loyalty that is a direct result of the compa- ny's passion for product quality, staff attentiveness, and superior presenta- tion of the store merchandise and of- ferings. When deciding among exist- ing high-end supermarket venues to frequent, Gelson's clearly stands out as the optimum choice. Siblings Bernard and Eugene Gel- son founded the concept in 1951, opening a 25,000-square-foot upscale grocery store in Burbank that provid- ed an extraordinary shopping expe- rience for discerning consumers. The two drew on the experience of hav- ing worked at their parent's store in Iowa, which taught the brothers the significance of exemplary customer service. After relocating to Los Ange- les and having purchased their own small market in the San Fernando Valley, the path was laid for the de- velopment of Gelson's that occurred 14 years later. Among industry inno- vations that have been attributed to the concept are having an all glass enclosed storefront, the use of air fans and large heaters to aid in the circulation of clean, fresh air and the maintenance of a comfortable interior temperature, custom designed light- ing and display fixtures that show- case the premium selection of items in all departments, large shopping carts, and spacious aisles (a Gelson's hallmark). Its meat and seafood de- partments, in particular, were mod- ern in design, featuring stainless steel and enamel cases, behind which were positioned the meat cutting and wrapping personnel, who operated in plain view of customers. This mis- sion of making shopping anywhere else unacceptable on the basis of quality, cleanliness, convenience and personal service persists to the pres- ent day, when the brand ranks among the nation's leading, competitive pre- mier multi-departmental supermar- ket chains. The founders' passion for quali- ty groceries and value has altered the supermarket landscape and pro- Gelson's operates 28 upscale markets from Santa Barbara to San Diego GELSON'S Premium product offerings paired with exceptional service.

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