You are here
Doris Italian Market has launched a new business strategy aimed at bolstering the specialty operator’s market share in south Florida and solidifying it as a major player in the region. A big part of this strategy is the construction of a new flagship store in the Sunrise area, which is expected to open in July 2009.
The new location, which measures 12,000 square feet, is near the current Plantation store on Broward Blvd. “The flagship will absorb the [Plantation] location, allowing it to cover more area and minimize overlap coverage of neighboring locations,” explained co-owner John Alfano. “Unlike the larger chains that create a ‘dominating’ presence by opening numerous stores, minimizing the chance for a competitor in a specific area, we just want to have ‘a’ presence,” added co-owner Gary Mulé. “The larger stores risk corporate cannibalism by opening multiple stores in a small area.”
The business strategy additionally includes the July opening of a 2,000-square-foot corporate office and 6,000-square-foot distribution center alongside the Sunrise store and strategically situated in the middle of all store locations to maximize efficiency in delivering product; permanent backup generators in all of the other locations, which measure from 4,500 to 11, 400 square feet; remodeling current locations to feature new equipment and updated décor; more aggressive advertising and public relations, including sponsoring local events and TV programming, and teaming with local and national nonprofit organizations; and developing incentives such as a profit-sharing model for employees and managers to help bolster overall staff performance.
When asked by Progressive Grocer about the status of the remodels, Doris’ Jacqueline Alfano replied: “In the Boca Raton location, they have already started and the facelift should be completed within the next two months. They have replaced most of their showcases and refrigeration units. In our new Sunrise location, we hired Lind Design to handle the interior designing of the store. This is something we have not done in the past. Once our new store is completed, we intend within the next two years to implement the same design with this company in our other locations.”
Doris Italian Market operates five locations throughout south Florida. Among the Italian specialty market’s departments are meat, deli, seafood, fresh produce, catering, on-premise bakeries, and imported and domestic groceries, along with a domestic and imported beer and wine selection. The company also offers a variety products under its Italian Imports private label brand, including wine, olive oil, and tomatoes.