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14 outlets and still growing
Longo's supermarkets are heading back downtown. The first store opened 50 years ago and the chain has found favour with those seeking exotic and fresh produce
Apr. 15, 2006. 01:00 AM
DANA FLAVELLE
BUSINESS REPORTER
The first thing you notice inside a Longo's supermarket is the football-sized papaya, seductively sliced to reveal the fruit's contrasting orange flesh and black seeds.
Chunks of the exotic Jamaican fruit sit on a nearby plate under a sign that says "Why not try ... jumbo papayas?"
The weekly promotion is part of a marketing strategy to draw attention to Longo's best features: Its massive strength in fresh fruit and produce and its commitment to staying ahead of gourmet trends.
Elsewhere in Longo's compact stores — they are roughly one- third the size of a conventional supermarket — are more than a dozen kinds of soft, velvet mushrooms, six tiers of granular specialty mustards and enormous gooey "Killer" brownies.
"They're good for you — no trans fats — as long as you don't eat more than one, like I do," chuckles Anthony Longo, president and chief executive of Longo Bros. Fruit Markets Inc. He laughs easily and often. Perhaps, he can afford to.
In an industry where profit margins are thinner than a slice of prosciutto and competition among the superstores — Loblaw Cos. Ltd. and Wal-Mart Canada Corp. — is intensifying, Longo's appears to be thriving.
The privately held company doesn't publish financial results. But the fruit and vegetable stand Anthony Longo's father and two uncles founded 50 years ago has quietly grown into a small local chain of 14 grocery stores.
"We never go down. We always go up. Slowly. Our last (new store) opening was 18 months ago," Longo says. Along the way, the company has expanded the average size of the stores, added new departments and purchased an online food-delivery business. The company's formula for success has been to stick with its core strengths, Longo says.
"Over 50 years, fresh produce has always been our mainstay," he says. "We always say whatever we do has to be as good as our produce department."
While the Canadian food industry leader, Loblaws, continues to add ever-more product offerings, from leather club chairs to cheap chic designer clothing, Longo remains focused on food. Some would say relentlessly so.
"It sounds trite, but Longo's success comes down to two things," says John Scott, executive director of the Canadian Federation of Independent Grocers. "One, its singular passionate focus on providing good food. And two, its entrepreneurship. If they see the customer going in a certain direction, they search the world to bring it into their stores."
A case in point, says Scott, was six years ago when consumer demand for organic food began going mainstream. Longo, the man, seized the moment and challenged his team to come up with an organic option for every aisle in the store.
Today, Longo's leads the pack in integrating its organic offering with mainstream brands instead of putting it in a separate department. Here, the organic olive oil is next to the national brand and private-label version. Ditto the milk, fruit juice, baby food, the meat and frozen prepared dinners.
"It's all about focus," says Longo. "What do you want to be known for? If a customer can't say within five seconds why they shop at a certain store then that store has a problem."
The original Longo Bros. fruit stand, at Yonge St. and Castlefield Ave., is long gone. And, until five years ago when the company opened a store in North York, Longo's no longer had a presence in Toronto's core. All its stores were in suburban locations.
But that's changing as Longo's heads back downtown. First up is a mini-store scheduled to open in the BCE Place food court, at Yonge and Richmond Sts., in July.
Next year, it will open a 50,000-square-foot store on the Burlington-Oakville border, its biggest one to date.
Two years later, Longo's will move into The Residences of Maple Leaf Square, one of the hot new condo developments in Toronto's booming downtown core.
The proposed two-tower complex beside the Air Canada Centre will also feature a hotel, restaurants, office and other retail space.
Longo's move into the city was driven partly by demographics. "Within a kilometre radius of Maple Leaf Square, they're building 10,000 condos. That equates to 17,000 people," Longo observes.
There's hardly a big-name retailer around who wouldn't give their soul for a piece of prime real estate in the city's centre. Witness the prolonged battle between Loblaws and Home Depot Canada for Maple Leaf Gardens on Carlton St.
But the timing for Longo's was ripe for another reason. The company's purchase two years ago of the failing online grocery delivery business Grocery Gateway had reintroduced a new generation of Toronto residents to the Longo's brand. The green and white delivery trucks are now a familiar sight across the city.
"Every week, we get requests from consumers in Toronto for a Longo's store," he says.
Most of Longo's corporate expansion took place after 1982 when the second generation started entering the business. Until then, the company had just three stores.
There are now 16 or 17 members of the extended Longo family working for the firm, including various in-laws.
"I grew up stocking the shelves of our stores and learned all about the freshness, quality, value and customer service that made Longo's what it is today," Longo said at the recent news conference to unveil the Maple Leaf Square development. On a tour of Longo's North York store, he refers to his teenage son's interest in the business and expresses hope that the third generation will do as well.