New supermarket designed as one-stop shopping alternative

Real Estate Weekly, May 3, 2000

Construction is progressing on a new 67,000 square-foot Shop-Rite supermarket located at Route 22 and Orr Drive in Branchburg, NJ, announced Joseph Marino, president of JMP (J. Marino Properties) and Century 21 Construction, the project's developer and construction manager. Construction is scheduled for completion in January 2000.

JMP marked the construction progress with a beam-signing ceremony attended by Mayor John Sanford, Deputy Mayor Jim Leonard, Ex-Mayor Jim Dunlap, and Committeewomen Barbara Bye and Kate Sarles, who were instrumental in the approval process. Other local officials of the Township of Branchburg were present as well, in addition to representatives from Wakefern Food Corporation, the parent company of Shop-Rite, and Foodarama Supermarkets, Inc., which will operate the new store. Edward Easse, R.A., of Hawthorne, is architect for the project.

"Branchburg is among the fastest growing towns in New Jersey," noted Mayor Sanford. "We're delighted to be getting a store of this caliber in our community. Shop-Rite has pledged to involve itself in a number of community activities, and we look forward to having them as a good corporate neighbor and a part of Branchburg."

"This project has been a long time in coming," noted Bye. "It will create a tremendous convenience, since we have nothing else like it and currently need to travel to markets in surrounding towns to get comparable services and amenities."

"The store features a leading edge design and is a brand new offering for the neighborhood," added Cathy Frank-White, manager, government relations, Wakefern Food Corporation. "The area's demographics perfectly match the profile for a world-class Shop-Rite."

Regional Improvements Included in Construction

The site has been designed for easy access, with entrances on both State Highway Route 22 and County Road Route 614 (28). Attractive landscaping will surround the building on all sides, and the front entrance will be accessible from the property's 365car parking lot.

In addition, as part of the multi-million-dollar development project, JMP has made a number of road and area improvements. "We are introducing a traffic signal at the intersection of Routes 22 and 614 (28)," Marino noted. "We are also re-routing and aligning the entrance to Raritan Valley Community College with Orr Drive, providing closer proximity to the junction of Route 22." JMP is also widening Route 614 (28) westbound at the college entrance. These improvements will create safer driving conditions in the area.

Satisfying Family Requirements With One Stop Shopping Alternative

According to Richard Saker, COO of Foodarama, a publicly held corporation based in Freehold, NJ, today's shoppers are requesting amenities that will make life easier. "Time is at a premium," he said, "and customers are looking for a one-stop shopping alternative. All of the features at this new Shop-Rite will be on a grand scale, including a variety of customer-driven services based on focus group responses."

For example, prepared foods will take on a whole different dimension through the food court concept. The store will feature a Wok Express, Asian station, high quality Chinese foods mid a Japanese sushi bar, as well as hot foods for take out.

"We've created a 40,000 square-foot world-class kitchen at our offices in Linden, NJ, Where experienced and talented chefs prepare a whole line of Asian, Italian and Continental entrees[ldots]more than 100 different items that we make fresh and package in microwaveable containers. The quality is comparable to specialty restaurants but at more reasonable prices," Saker explained.

The store will even feature a concierge who will assist customers with party planning and catering, respond to customer inquiries and help shoppers access area resources and services they may need. In addition, a full-service floral operation and florist will be available to create special arrangements and centerpieces for parties, and the market will feature a dry cleaner, a cellular phone center, a bank and a coffee shop.

Other specialty in-store departments will include a fresh fish section and butcher shop selling certified Angus beef, a world-class tobacco shop selling imports at discount prices from around the world, and a business service center which will provide a variety of amenities, including one-hour photo service. For children ages 3 to 8, the store will include a Scrunchies Playhouse, and babysitting will be available seven days a week.

"We've also created a cooking school and a community room in our mezzanine area, where we will operate specialty cooking classes for healthy meals, Italian gourmet selections and Asian cooking," Saker explained. Additionally, classes will provide instruction on topics ranging from how to make your own centerpieces, to safe food handling in the home.

"All of these amenities will enhance the traditional Shop-Rite shopping theme of high value and low prices and variety," Saker said.

Century 21 Construction has also recently completed construction of a new Brookdale Shop-Rite Supermarket at 1409 Broad Street in Bloomfield, NJ.