Progressive Grocer

Building Brands One Neighborhood at a Time

The podcast episode spotlights Ashley Cheney, Director of Field Marketing and Promotions at Grocery Outlet, discussing how the discount retailer builds brands one neighborhood at a time through localized, operator‑driven strategies. Cheney explains that Grocery Outlet’s independent owner‑operator model lets each store act as a community hub, enabling field marketers to tailor promotions, partner with local chambers, schools, gyms, and nonprofits, and divert surplus inventory from landfills to price‑sensitive shoppers. Expansion into Delaware, New Jersey, Maryland, Ohio, and recent West Coast markets illustrates a data‑driven rollout using tools like Placer AI. She cites concrete examples: a 10 % off customer‑appreciation event at a new store, the “Independence from Hunger” summer fundraiser where each operator selects a local pantry, and the launch of shoppable live streams for the Super Bowl and St. Patrick’s Day that link directly to Instacart carts. Mentorship stories, from Perry Kramer at Whole Foods to senior women at Grocery Outlet, highlight how visibility and sponsorship accelerate women’s leadership. The approach demonstrates that discount grocers can simultaneously grow market share, reduce food waste, and strengthen underserved neighborhoods, while digital tactics and internal mentorship create scalable, inclusive growth for the broader retail sector.