Mom-and-pop businesses struggle in competition with chain stores
Riggin's Market owner Matt Riggin helps longtime customer Vivian Bradshaw make a selection from the meat counter. Bradshaw has been shopping at the Crisfield neighborhood grocery store since 1971 and at one time worked in the store's deli. / JOEY GARDNER/THE DAILY TIMES
CRISFIELD -- Since 1948, generations of Crisfielders have been doing their weekly grocery shopping at Riggin's Market -- a family-run business known for its freshly cut meats, specialty bakery and homemade deli items.
But now owner Matt Riggin is forced to compete with two chain stores in a town of only 2,723 residents, and he's fighting to survive.
"Basically, there's three food stores in town and Crisfield's not big enough for three stores," he said.
Recently, he turned to using social media as a way to lure customers back to a locally owned business.
"The average household food budget is around $100 or more a week for a family," Riggin said in a recent post on Facebook. "If you would spend just $25 a week with us, that's just 25 percent or less, we will be able to continue to serve our hometown of Crisfield."
Riggin's appeal also was emailed to Crisfield Chamber of Commerce members and published in a local newspaper.
So far, Riggin said business seems to have picked up a bit.
"I've seen faces I haven't seen for a year," he said. "I'm glad to see them back."
Some customers, like Jenna Howard, never left.
"I won't go anywhere else," she said.
Howard, 25, and the mother of three small boys, particularly likes Riggin's rotisserie chickens, homemade banana pudding, birthday cakes and deli salads, but it's the small-town, friendly atmosphere that appeals to her the most.
Losing Riggin's would be akin to losing other Crisfield institutions, like Gordon's, she said.
"I don't just view this as a business; this is a landmark in our town," Howard said. "If this place goes out of business, I don't know where I'll go."
After Riggin posted his appeal on Facebook, Howard said she shared it with her friends, resulting in many comments and more sharing.
Howard and some of Riggin's other fans have been posting comments on the store's Facebook page.
"Grew up going to Riggin's. You guys are great! Awesome rotisserie chicken!" one woman wrote.
"Oh, the rolls! Me and my brothers and sister fight over the center roll every year!" another said.
The competition
With two chain grocery stores in Crisfield, Riggin wonders how much longer the business started by his grandfather 64 years ago can stay open.
First came the new Food Lion store in 2010, but Riggin's continued to serve walk-in customers from the nearby Somers Cove Apartments, many of whom don't have cars or any other way to get to Food Lion.
But after Dollar General recently remodeled and started selling groceries, most of the foot traffic from the public housing complex started going there because it's two blocks closer, Riggin said.
Business at Riggin's Market has fallen off by about 40 percent as a result.
"That was the icing on the cake," he said.
Danny Thompson, director of the Somerset County Economic Development Commission, said Riggin's use of social networking to attract business was a good way to encourage people to shop at a local business.
"It really did create a synergy among the locals," he said.
While it's hard for local retailers to compete with big chain stores, the ones who survive are the ones who offer niche products and better customer service, said Ben Alder, director of the Princess Anne Main Street Partnership.
But they can't survive without local support.
"It's important," he said. "You're keeping local people employed and supporting families. It's critical to a small economy like we have on the Shore."
In the retail battle field, an independents has many more "weapons" than a chain stores-independents have freedom of initiative and creativity
however, the independents have to update facilities and equipment every 7-10 or so years
Independents have to drive sales with thier meat departments- know thy competition better than the customers, know your competitive strengths and competitions weakness
If im an independent store competing against a chain-this would be my growth plan;
Truckload meat sales -every month on foodstamp week-gives a value image in a down economy-if it brings in more customers-others items in the store will sell better
Freezer plans, Id be bagstuffing freezer plans, and putting them in ads chain stores dont do truckload meat sales or freezer plans
Value-added branded items- push specialty meats that only you have-marinades/stuffings- if you dont currently sell any stuffed items-start with bnls stuffed chicken thighs-these will sell-dont overprice!
they have a facebook page-but they have to personalize it-show pics of meatcutters with specialty items
Use the p.a its free and it works
use an eraseable board with easel to promote daily meat specials
use "value statements" in advertising WE use only 100% steak trimmings in our fresh burger-we dont bring in pre-processed tube burger from 100's of miles away
id also custom price the package meat case and freezer by commodities- make sure you have price competitive items
Push items- new competition doesnt have- for example, many chain stores dont sell slab bacon- so push this in the flyer every week
make your own sausage-sample -push in flyer make yer own corned beef and sample push whole primals- if you have customers that shop on price-then push select on price
