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Ivan Jackson, left, Store Manager Jen Harwood and Produce Manager Marl Collins.
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The line stretched to the rear of the parking lot at about 7:30 a.m.
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Price Rite on Dalton Aveenue debuted its remodeled store Friday morning and gave $20 gift cards to the first 400 customers.
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Some of the first customers of the remodeled Price Rite.
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Price Rite Marketplace Shows Off Remodel to Happy Customers

By Jeff SnoonianiBerkshires Correspondent
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Hugh Black of Pittsfield braved the cold temperatures to be at the reopening.
 

PITTSFIELD, Mass. — A brighter, redesigned, upgraded Price Rite Marketplace opened Friday morning on Dalton Avenue.

The 25-year-old grocery chain is rebranding all of its Massachusetts locations with a goal of an improved customer experience.

People were lined up before 7 a.m. for the 8 o'clock opening. The temperature was a seasonable 15 degrees so there was a fair amount of foot shuffling and blowing into hands. By 7:30, the number grew to several dozen and by the time 8 o'clock neared, it was close to 200 and stretched right around the perimeter of the parking lot.

The first 400 customers received a $20 gift card. They ran out within the first 45 minutes.

Senior Vice President Chris Farran was on hand from the corporate office in New Jersey. He was very pleased with the way things were starting out.

"It's exciting stuff. We are celebrating our 25th anniversary as a company and Pittsfield is celebrating its 16th anniversary. We're really excited to see so many people here so early," he said. "Massachusetts is a great market for us. We have a lot of stores down in the Springfield area. Pittsfield is our farthest west store but it's probably our most beautiful country and we have a fantastic group of customers up in this marketplace."

One of those customers is Beverly Bissell from Lee. She was first in line and had her cart already.

"I like coming here quite often, my husband and I shop here a lot; 5:30 this morning we got up! We love their chicken wings and the free gift card doesn’t hurt either!" she said.

Hugh Black of Pittsfield is a former employee of Price Rite and he waited in line along with the rest of the shivering horde.

"If they didn't do this people might have started to go someplace else. You've got to keep up with the times. There's a lot of competition these days," he said.

Store Manager Jennifer Harwood of Dalton was thrilled to see a lot of her regular customers coming through the doors. She greeted them all with a warm routine more associated with your favorite waitress from a small-town diner than that of a store manager.

"Hi honey, good to see you again. ...Let me know if there's anything you need. ... Oh hi, where is your husband this morning," she said as customers came through the door.

Harwood talked about the process of a full rebranding while still keeping the doors open for customers.


"We really started rocking and rolling and getting it all set this past month. We never closed. We did this all around the customers. My team is great, they feel revitalized and ready to go," she said. She also added some good news for the local job market. "We started with 26 employees and we now have 41 and we're still looking for help."

The grocery business is notoriously competitive but even with local chains Stop & Shop, Big Y, Price Chopper, etc. to butt heads against, Harwood said she feels confident in Price Rite's place in the market.

"We are very competitive with our pricing, I think it's the best in town, but our stuff is the best. We have certified Angus beef, we get fresh produce every day. We have household items, health and beauty items, it can be one-stop shopping."

Harwood is proud the store maintained its commitment to low prices while modernizing and updating the experience for their customers.

"We've got the self checkout so people can get in and get out, we've added products, it's much easier to get around," she said. "We can still offer the best prices though. We are not a big box but our prices are similar."

Pricing is what will ultimately determine any store's success in the grocery business. Debbie Fassell from Hinsdale hopes that doesn't change.

"The prices are competitive and I hope that doesn't change," she said while she waited in line. "It's always been a great place to get your groceries but now it just looks much nicer from what I could see."

It's been a long two-three year process for Price Rite to rebrand and update all of its 60-plus stores but Senior Vice President Chris Farran thinks it will be worth it.

"We started taking a look at things and said, 'Hey, as customer demographics change, and their expectations change, what can we do to offer our customers the value and shopping experience that they're looking for?'" he said. "We engaged a lot of customer surveys and studies and involved all of our associates. The response was resounding. They wanted good value of course but we found we needed to be more specific to a particular market. Is there something particular to [Pittsfield] that somebody is more inclined to buy versus a different market?"

The store was busy the entire two hours iBerkshires was there. All the comments from customers were positive.

Black summed everything up accurately when it comes to grocery shopping in the Berkshires or anywhere else: "It's gonna be about pricing, that's it."

Price Rite is at 457 Dalton Ave. in Pittsfield.


Tags: grocery,   reopening,   supermarket,   

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BRTA Focuses on a New Run Schedule

By Breanna SteeleiBerkshires Staff

PITTSFIELD, Mass. — The Berkshire Regional Transit Authority is still working on maintaining its run schedules after dropping the route realignment proposal.

Last Thursday's meeting was Administrator Kathleen Lambert's first official meeting taking over the reins; retiring director Robert Malnati stayed during a transition period that ended last month.

Lambert is trying to create a schedule that will lessen cancellations. There was a two-hour meeting the week before with the drivers union to negotiate run bids and Lambert is working with the new operating company Keolis, which is taking over from Transdev.

The board spoke about anonymous emails from drivers, which Lambert said she has not seen. iBerkshires was not able to see those letters, but has received some. 

"They were lengthy emails from someone describing themselves as concerning BRTA employee, and there was a signed letter from a whole group of employees basically stating their concerns. So, you know, to me, it was a set of whistleblowers, and that, what my understanding is that this really triggers a need for some type of process to review the merits of these whistleblowers, not going to call them accusations, but basically expressions of concern," said member Stephen Bannon.

A letter iBerkshires received spoke of unhappy drivers who were considering quitting because of decisions being made without "input from frontline staff," frustration and falling morale, and the removal of the former general manager shortly after Lambert came in.

Lambert said it's difficult to navigate a new change. She also noted many drivers don't want to do Saturday runs and it has been hard negotiating with drivers on the new runs.

"I would like you all to keep in mind that the process of change is super difficult. Transdev has been here for 20 years, and some of these drivers have never known any other operating company, the way some of the operations have been handled has been archaic," she said. "So getting folks up to speed on how a modern transit system works is going to be painful for them. So I don't want to say that I'm unsympathetic, because I am sympathetic, but I am trying to coax people along with a system that's going to seem very strange to them."

The board spoke about better communication between them and Lambert, citing cooperation will be best moving forward.

"There's just a lot of stuff in the air right now, and there are a lot of fires to put out to make this a coordinated effort. And if we don't keep our communications open and be straightforward, then you get blindsided about how you know the input that you could get from us about your position, and how you know what's going on in your direction, and we get blindsided. And I think that we have to make sure that this is a collaboration," said member Sherry Youngkin.

"Both sides have responsibilities, because in the long run, this advisory board is going to have to make decisions as to how we brought forward and if we've gone forward in a fair and helpful way. And I think that's hopefully what everybody is looking for also." 

Transdev and Keolis held a three-day recruiting event interviewing almost 40 candidates and offering jobs to eight, but only three stayed on to start training. Lambert said it was disappointing but she will keep trying to retain more people.

In her first report to the board, she noted that ridership dipped a little over 10 percent, but still remains higher than last year, adding that was because of cancellations of services because of the lack of drivers.

Like the last meeting, some of the advisory board members were torn over the start of the Link413 service, worried that the start of the service took drivers away and the numbers of riders are low.

Lambert, however, said the ridership has doubled from last month.

"As I've spoken before, we have, generally, a six-month adoption for brand-new service before you can really go in and evaluate, are you being successful based on the grant that my predecessor wrote along with the team for PBTA and RTA, we are ahead of schedule, which is pretty good, so I'm hoping that will continue to improve," she said.

Member Renee Wood said the board never approved the service, adding the only thing she could find in the minutes was a vote to accept the equipment. She said it was supposed to be put on the agenda to discuss.

"The Link413 service has been three years in the making. It's been a grant that was accepted and has been working with our partners, PVTA and FRTA, to put into place. So I don't have the entire history of how that process worked, but it's been three years in the making, and did we not understand that once we accept that grant that we were going to put in new service?" Lambert said.

The board discussed if Title VI, the Civil Rights Act, was followed with an accurate review and accurate amount of time for public comment period on the service changes and if its attorney should review if the  grant conditions were properly followed.

Lambert said changes had the 60-day comment period included in the proposed route realignment packet, giving the opportunity for the community to respond to that as well but will look into the legality of the situation with their attorney.

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