December 2, 2004

Community commitment is key to longevity for local grocer

By Noah R. Bombard/ Staff Writer

While customers may marvel at the spiffed-up, redesigned Donelan's of today, Jack Donelan has his eyes set firmly on tomorrow. In the competitive business of supermarkets, stagnation is death.

But for the small family-owned chain, keeping up with the Jones' - or in this case, the Shaw's, Roches and Stop & Shops - is an art they've mastered well.

Donelan's competitive edge and involvement with community hasn't gone without notice. Aside from customer accolades following extensive renovations of the chain's Acton and Littleton stores, the business has earned this year's coveted Business of the Year award from Middlesex West Chamber of Commerce. The award was presented Nov. 10 at the Chamber's annual awards dinner at Stow Acres Country Club.

"Donelan's really is an unsung hero," said Bonnie Cameron, executive director of the chamber.

Although the business has stayed competitive and responsive to its customers, one of the qualities that really makes it shine, Cameron said, is its humble commitment to the community.

"They very quietly go about making their contributions to so many different organizations," Cameron said. "One need only read the letters to the editor and thank yous and Donelan's name is inevitably there."

That commitment became highly evident earlier this year when the town of Acton came up short on funds to pay for the annual Fourth of July fireworks. With little fanfare or hesitation, the local supermarket chain picked up the tab.

Second generation store owner Jack Donelan said he was surprised by the tremendous gratitude from the community following the donation. Thank you notes, e-mails and accolades flowed in. As a 33-year resident of Acton with kids that went through the school system, Donelan said at the time, he felt it was just the natural thing to do.

"We have a big store in Acton. They patronize us with their loyalty and we respond," Donelan said. "We try to participate in anything we can."

A local supermarket doesn't stay in business for 56 years by charity alone, however.

Facing some tough competition from both big chains and other regional markets, Donelan's has had to stay on the cutting edge to keep customers coming back. It's something Jack Donelan and his brother Joe, vice president of perishable operations, don't take for granted.

Staying competitive means moving far beyond the classic idea of stocking shelves with canned goods.

"You really need to entertain customers these days," Donelan said.

Donelan's has done just that, with it's recent renovations in Acton and Littleton, customers can find wine tasting events, occasional live music and the increasingly popular sushi bar.

Keeping up with what the customer wants is crucial because what the customer wants is constantly changing.

About 50 percent of Donelan's sales now consist of perishables - produce, breads and food-to-go. Shoppers are looking for less of the non-perishable items such as cake mixes, canned goods and boxed items.

Produce itself has more than doubled in it's importance in sales since Donelan started in the business. It was about 5 percent of sales when he started, now it pushes 20 percent. The sushi bar and seafood sales now comprise 5 to 6 percent of sales.

People - particularly in Middlesex County - are eating healthier and fancier, Donelan said. Specialty and organic foods are growing in popularity and supermarkets must stay on top of the trends to give the customers what they want.

More and more, customers are also seeking good food fast - as is evident by the success of supermarkets that offer expanded deli departments with everything from roast turkey and mashed potatoes to chicken parmesan.

The success of that gourmet food-to-go has Donelan looking ahead to the next move in supermarkets - in-house restaurants. The Acton store already has a few tables set up, but Donelan says he envisions a time when supermarkets will expand that aspect, offering sit-down meals before you stroll down the aisle for bread and milk.

Although Donelan's has six stores throughout the area, they struggle to compete.

"The independents are becoming so scarce and the chains continue to take over the industry," Donelan said.

One of the family-owned competitors which Donelan's has respected over the years was Victory supermarkets, Donelan said. Hannaford, owners of Stop 'n Save, purchased the regional chain this year.

The challenge to compete is to constantly stay on your toes. Although Donelan's has either renovated, is in the middle of renovating or will renovate all of its stores, it doesn't end there.

"A store has to be renovated and updated every five years," Donelan said. "And with six stores there's always a renovation going on." Gone is the bright florescent lighting and stockroom look of the old supermarkets. Donelan said the store's newer designs capitalize on natural light and an inviting look.

All of that is just eye candy, though, if the store can't back it up with what Donelan said are three most crucial aspects of food at any supermarket:

"It has to be fresh, nutritious and good tasting," he said.

That, combined with cleanliness are high priorities.

Bringing customers back is a daily battle, but in a market that offers come tough competition, Donelan's is holding its own.

©Lincoln Journal 2004

 

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