Local mom and pop stores in market for edge against chains

Although big grocery store chains are a little out of the way for Shabbona shoppers, Tom Wisted says they still strain his locally owned business.

Wisted, owner of Wisted's Country Market in Shabbona, said the grocery store has been in his family for 57 years, and he's made some changes to try and give customers a different shopping experience.

"We've come up with ways of doing things for our customers that other grocery stores don't have," he said.

The Nebraska-based Center for Rural Affairs recently released a study exploring why more smaller, family-owned grocery stores are disappearing. Mom and pop stores such as Wisted's Country Market face a number of challenges that larger chains can avoid more easily. According to the CFRA, those challenges include meeting minimum buying requirements, competing with big chains, access to fresh produce and high energy costs.

Dave Michaels, co-owner of Michaels Brothers Supermarket in Hinckley, said the small-town grocery store has been in his family for 85 years.

He said smaller stores don't have the marketing resources that larger stores do, and expenses such as high refrigeration costs aren't as big of a problem for chains.

"They've got great resources," he said. "We're one store versus a thousand."

Wisted said it's important – especially with the state of the economy – to set his grocery store apart from others in the area. He said the big chains have pinched businesses, and he's finding ways to adapt to the shift in competition.

One service provided by Wisted's Country Market that customers won't find at many retail giants is that someone will help carry groceries out to the car. Wisted said he also acquired a license to start selling alcohol last year.

"We were the last store in DeKalb County to get a license," he said. "We felt we had to do it to stay in business."

Michaels thinks his grocery store's smaller size gives his business an advantage over a big grocery chain because it's more convenient for people who drop in to run a quick errand.

In communities such as Hinckley, customers know the people who work at his grocery store, and their children go to school together. He says great service also enhances the shopping experience.

"A friendly smile – that means a lot to a lot of people," he said.

Wisted said he and his employees have worked at the store for a long time, and they know most of their customers' names and faces. He said the atmosphere has a very "hometown" feel.

He also tries to offer products that customers can't get anywhere else. He stocks brands of wine, ice cream and fried chicken he said can't be found elsewhere in DeKalb County.

Family-owned pharmacy Lehan Drugs has survived as big chain pharmaceutical companies have moved into the community where the business has been rooted since 1946.

Tim Lehan, who owns Lehan Drugs with his wife, Ann Lehan, said they try to stay ahead of the curve by offering services such as the women's health center, an onsite compounding lab and a wide variety of home medical equipment.

Lehan said one advantage his family-owned pharmacy has over a big chain is that it's easier to implement changes to stay competitive.

"It's not like we have to go through 10 layers of yeses and nos to make changes," he said.

He said chains haven't really affected business because personal service results in loyal customers. He added that a passion for the work, community involvement and giving back by supporting schools, hospitals and the new cancer center also make a difference.

"You've got to put forth the effort," he said. "If you don't love it, you might as well get out of it."

On the Web
Center for Rural Affairs, www.cfra.org.