By Nancy Luna, Staff Writer, Orange County Register


With the collapse of Fresh & Easy and Haggen in recent weeks, you’d think the operators behind Grocery Outlet would be tense about their chances for success in Southern California.


The discount grocer opens its first Orange County store Thursday in Costa Mesa, and local owner Marc Dionio said he’s confident shoppers will be hooked from day one.

“We see the prices out here, and we know our prices,” said Dionio. “We have all the recognized brands. We just have it at an extreme deal.”


The Emeryville-based discounter, which has 235 stores in six states, is taking Southern California by storm – adding 30 stores in Orange and Los Angeles counties by the end of 2017. After the Costa Mesa debut, stores in Westminster and La Habra are next.


The chain’s timing couldn’t be more perfect. The company, which plans to grow to 300 in two years, is striking four months ahead of discounter Aldi, and well before Gelson’s and Smart & Final take over storefronts vacated by Haggen.

Described by shoppers as a food treasure hunt, Grocery Outlet sells surplus or discontinued national-brand groceries – from cereal to cold medicine – at up to 70 percent off retail prices.


See the full article here: Treasure in the Aisles…