DFW area independent battling big retailers with style, specialities
From staff reports
In the densely populated Dallas-Fort Worth metropolitan area, independent grocers are going head-to-head with large national chains. Take, for example, City Market in Burleson, which faces 10 competitors – including Walmart, Target, H-E-B, Aldi, Albertsons and Kroger – in a five-mile radius.
“Kurt Jaeger purchased the store in 2004 from the Bransom family, who had been a legend in the community,” said Teresa Nelson, marketing and social media manager for City Market. “It was big shoes to fill, but the Jaegers loved the community too and carry their service and commitment through to this day.”
City Market has about 40 employees, many of whom have been there for more than 15 years. “Most of the young people in Burleson have worked there at some time and their parents also,” Nelson added.
The store continues to listen to its shoppers, with special order forms at every register in case someone wants the store to carry a new item.
The owners take pride in community involvement, which includes support of local fire and police departments, nonprofits and veterans and active duty military personnel.
To stay connected online, City Market brought aboard Nelson. “We have increased our followers almost 50 percent in four months and our total reach almost 250 percent in the same time,” she said.
Jill Jaeger started her own “department” called Jill’s Decor & More, where she brings in unique gift items ranging from seasonal gnomes and pillows to metal signs and wind chimes.
“She has a very loyal following for her specialty offerings,” Nelson said. “This year, we began offering complimentary tote bags and tissue with each purchase. We also opened City Market Blooms, our expanded floral department, with many new options of plants, cactuses and bouquets.”
The market’s staff members pride themselves on featuring local produce and organic foods. There’s also an enlarged Keto and gluten-free section for those with allergy or lifestyle changes.
“We seek out small business owners to provide them a retail outlet for their unique items,” Nelson said. “We can provide exclusive offerings to our shoppers. It’s a win for all parties involved.”
Spring has been busy for the market with interior and exterior updates, a new website and store app, as well as the addition of a new Signature Collection private label line of products.
“We will be the one-stop shop and destination store for specialty items and high-quality meats and a gourmet department while still keeping our hometown, family feel,” Nelson said. “We only survive thanks to our loyal shoppers, our hard-working staff and great leadership. We are blessed and look forward to being a leader of independent stores for a long time to come.”