Shop-Rite's One Stop for Groceries, Liquor More 'Convenient'
Route 46 supermarket manager says the decision to sell booze from the market has made life simpler for many customers.
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After the Township Council approved Parsippany's Shop-Rite supermarket's plan to transfer its liquor license from its standalone liquor store to the market on June 20—allowing alcohol products to be sold from the Route 46 market itself—it didn't take long for the proposal to become a reality.
"It's all about convenience," said store manager Frank Sblendorio. "People come in, and they want to shop—and it's been very successful. I'd say, without a doubt, this is unequivocally a success."
According to Sblendorio, the stand-alone liquor store had difficulties keeping customers because parking was difficult to find, and those who wanted to buy groceries and alcohol had to make two separate stops at different ends of the Arlington Plaza shopping center.
"Now, everything is here, and people are excited."
The market has specific aisles where like products are sold together, along with numerous displays where sale items are strategically placed—for example, discounted wines are featured near gourmet cheeses.
It makes sense, according to Sue Steinberg, a shopper from Lake Parsippany.
"They do have [alcohol products] in a lot of different places, which I think is smart in terms of business," she told Patch. "It's good marketing. I'm not offended by it. They're doing what they have to do for business, and I respect that."
Steinberg, who said she is knowledgeable about wine, said the change works well for her.
"I love this," she said. "It's accessible and convenient."
The move to sell alcohol from within the supermarket isn't good news for everyone, however.
Council Vice President Vincent Ferrara regristered strong disapproval of the plan at the June 20 and July 10 council meetings, citing concerns about children and safety.
Ferrara, whose day job coincidentally is in the beverage sales industry, has also said he's worried about the impact the move might have on small liquor stores in the township.
But Sblendorio said the market merely transferred stock it would have sold from its stand-alone Shop-Rite liquor store, which closed its doors after the council approved the plan to sell alcohol products from the market.
"I wasn’t in favor of alcohol being sold throughout the entire Shop-Rite," said Mayor James Barberio. "And I expressed that to the council before they voted to permit it. I was willing to compromise with the ownership that if you are able to sell alcohol throughout the store just limit it to beer and wine. That was not good enough [for Shop-Rite].
"[Police] Chief Anthony Dezenzo in his recommendations for the Shop-Rite Place-to-Place Liquor License Transfer to the Council was completely ignored," the mayor continued. "The chief expressed his concern of physical location throughout the store. Locating product for sale in this manner will make control and security very difficult.
"The better approach would be to have the liquor isolated to an area that can be secured when sale is not permitted. [Isolation] of the product to a particular and securable area of the store will create a foolproof approach to not having access during non-liquor sale hours."
Sblendorio said that he has security of the inventory well controlled, despite the fears of the mayor, Chief DeZenzo, Councilman Ferrara and some customers.
"We do have some shoppers who come in and ask, 'How do you know you're going to be able to control it?'," he said. "As you can see, we have two [uniformed] security guards. You can only purchase liquor if you have an I.D. that's scans. If you don't, we can't sell it to you, even if you're 90 years old.
"In fact, that's the biggest complaint we get."
The manager said he recently had to turn down a nonagenarian with a non-scannable I.D. who wanted to purchase alcohol.
"'But I'm 90 years old,' he said," Sblendorio recalled. "I told him, 'I understand that. I cannot sell it to you, not without an I.D. that scans.'
"I can't override it, the cashier can't override it, the front end can't," he continued. "There is no way to override it. We either scan it or you can't get it."
As an additional measure, the market's public address system regularly runs an audio recording stating the times when alcohol is available for sale—Monday through Saturday from 9 a.m.-10 pm. and Sundays from 10 a.m.-6 p.m.—and explaining the identification policy.
"We want people to be informed," the manager said.
Regarding the few customers he said have approached him with complaints over the presence of alcohol in the market, Sblendorio shrugged.
"Everybody's entitled to their opinion. But most of the comments we're getting are really, really positive," he said.
"Hopefully, we're going to do a good job."
ParResident
7:38 am on Monday, July 16, 2012
I think its great! Shopping and buying dinner and you want that bottle of wine, or beer to go with it and you don't have to make that extra trip. The only glitch I have seen is there are only certain check outs that can ring up your alcohol purchases, which I know has to do with the age of the cashier, so that limits which line you can be on and maybe some of those lines can get longer then others and you have no choice but to stay on the longer line.
San
7:51 am on Monday, July 16, 2012
I really think the alcohol should be in one part of the store NOT all over the store! I know that people are complaining about this to the management.
Patrick
8:25 am on Monday, July 16, 2012
I totally agree with San. The alcohol is scattered throughout the store. They should make a separate area just for it and pack it all up in there. Maybe put a separate register in that department too. That way there's more control over... controlled substances.
ParResident
10:25 am on Monday, July 16, 2012
What's to control? This is not a narcotic though some times may still have the same affect as one. Kids can get this inside of their own homes or at any party they go to and get alcohol. Don't think we have to worry about bottle of wines next to the pasta sauce. Great marketing and San and Patrick, this is being done in many states through out the US
Kim
10:33 am on Monday, July 16, 2012
I agree it should be in one area of the store. I do think its great to be able to do one stop shopping...finally..I've been waiting for this to happen. In VA and the South you can buy beer/wine in any supermarket or walmart until midnight....I wish the time here was also midnight :)
Par4theCourse
12:15 pm on Monday, July 16, 2012
Nice and convenient for wines to be displayed with cheese/pasta, I agree, but a bit distracting when end caps of scotch and vodka are placed throughout. Also not a fan of the GI Joe wannabees with pants tucked into combat boots staring while I'm picking out cereal with my kids. Overall, shoprite has gone downhill of late and its just one more reason to go to the new wegmans.
ParResident
12:26 pm on Monday, July 16, 2012
Wegmans is still pending approval (Love that place, go to the one in Bridgewater) Shoprite has gone WAY uphill. The hard liquor is not placed through out the store, just in the one section. Just the wine and beer is strategically placed through out the store. You wait and see, the other markets are soon to follow.
Dawn Sconfienza Gaita
2:00 pm on Monday, July 16, 2012
I feel the liquor should be in a separate area and not with the groceries. It is setting a poor example for the children. Next they will have displays of condoms and cigarettes next to the beer. Not cool. I was in there Sunday with 3 young boys and one saw an attractive bottle of something and said "hey that looks cool, what is it". It is really inappropriate is what it is! I really love our Shop Rite and all the changes.........til now :(
Parsippany Resident
4:43 pm on Monday, July 16, 2012
Good. Now we can open a bottle and take a drink as easily as with Snapple.
W.J.M.
5:26 pm on Monday, July 16, 2012
The alcohol should definitely be in one area of the store. Having to go around the store to find a particular wine isn't the greatest idea. I actually think the Shop At Home section should be split between the liquor store and Shop At Home. Many other Shop-Rite stores have liquor stores attached and you can pay separately there. Just an idea. Maybe down the road it'll happen but right now its not bad having it in the store. Parking at the old liquor store wasn't the best to say the least.
jim
5:46 pm on Monday, July 16, 2012
"Ferrara, whose day job coincidentally is in the beverage sales industry, "
... and you wonder why he was against.
Gabby
11:54 pm on Monday, July 16, 2012
I believe he had other reasons too, don't assume you know everything.
CONCETTA BARNISH
6:50 pm on Monday, July 16, 2012
IF OLDER PEOPLE,(IN THERE 90'S) WANT TO BUY WINE AND HAVE TO SHOW I D
BELIEVE ME YOUR STORE WILL LOSE CUSTOMERS.
I CAN SEE YOUNG PEOPLE SHOWING ID BUT SENIORS IS JUST PLAIN SILLY.
Tim Berrios
9:24 pm on Monday, July 16, 2012
If Shop Rite gives Councilman Vinnie Ferrara a Trophy I’m sure he will be OK with this.
Tim Berrios
Gabby
11:52 pm on Monday, July 16, 2012
What's that suppose to mean????
Parsippany
10:21 pm on Monday, July 16, 2012
I hate the way its all scattered in the store, I miss asking one of the guys at the old store for a recomendation. I picked some coolers off the shelf and since they couldnt ring up the price, i couldn't buy it period. They just grabbed The 6 pack and said we cant't sell this, and finished my order. I will never buy from Shoprite again, going to Bottle King where I dont have to go stand in a separate line, get harassed for ID, and have my 6 pack taken away.
Angelina
8:59 am on Tuesday, July 17, 2012
this isn't the first grocery store that does this people. If your concerned, get input from those who already do this. Kings in morristown, for example. It's not like this type of thing is unheard of..
John Depot
12:12 pm on Tuesday, July 17, 2012
This is, of course, a welcome change that is long, long overdue. The additional security is overkill and hopefully temporary. I suspect the security was implemented in order to thwart nay-sayers and probably to give management a sense of potential problems (shoplifting, underage abuse, etc.). The residents of Parsippany and surrounding towns should be very happy with the quality of services being offered at this ShopRite location. All departments excel in both quality and value: pharmacy, deli,bakery, produce, Sunrise Kitchens, Kosher,, cheese shop, coffee bar, and now liquor. This store is certainly one of the jewels in Parsippany's crown.
I hope that more liquor licences are issued to responsible entities as soon as possible. Remember, competition is GREAT for consumers, and will ultimately lead to lower prices and better selection.
Also, I bet the new Wegman's that is being planned will have a liquor license. Let's let all the supermarkets compete on a level playing ground. All these 'blue' laws stemming from archaic religious rules should not intervene in modern commerce.
Kim R.
11:18 am on Wednesday, July 18, 2012
I love this Shop-Rite, but probably will never buy liquor there again. They asked to see my license when I bought a bottle of wine, and then took it and scanned it. I thought they were just going to look at it to verify my age. I did not appreciate having the license scanned without even a mention of it. We are supposed to be protecting our personal information - i asked why it needed to be scanned and was told this verifies my age electronically. How do I know what information they are picking up from my driver's license?? I don't like it. I will go to a standalone liquor store from now on., We have plenty of them nearby.
Mary
12:28 pm on Wednesday, July 18, 2012
Where is the Wegman's going to be?