Does Wegmans Northborough MA Capture the Magic of the Legendary Rochester NY-Based Grocery Stores?

A detailed review of the first Wegmans in New England

Article and photo by Eric H. (posted on Oct. 26, 2011)

Wegmans, a Rochester, N.Y.-based grocery chain, recently opened its first New England supermarket in Northborough, Mass. I've read many media articles about the supersized square footage of Wegmans, the unbelievable crowds of people inside the market, and drivers waiting 25 minutes to find a parking space.

When venturing to the Wegmans store in Northborough yesterday, I had only one question: will this Wegmans capture the magic of its Rochester area stores that I knew so well as a child while visiting my cousins in suburban Penfield?

The answer turned out to be an enthusiastic "Yes!"  Once stepping inside the Northborough Wegmans, I experienced that warm, largely unexplainable feeling that I knew back in the day at the Penfield Wegmans. So what brings on these feelings? Is it just that Wegmans was a novelty as a kid -- an alternative to the rather plain markets we had in the Boston area? Is it the size? Wegmans has always run supermarkets larger than most others. Could it be that they put a lot of time and effort into its bakery? That's always a great selling point, especially for a hungry kid like me -- back then and now. Other markets, after all, often just turn out turgid muffins and air whipped cakes. Might it be the the wonderful ambient lighting and colorful, almost cartoon-like signs clearly marking each section that make each area seem like a cozy, intimate shopping experience -- remarkable, given the size of these places?

I believe Wegmans, ultimately, rises above the rest by showing boundless pride of ownership. Let's start with the food. Wegmans has a knack of not only carrying everything you need -- and not running out of items -- but also making sure that the quality of the food is beyond reproach. As a kid, I remembered the donuts, muffins, cheeses, fruits that looked like they were just picked, as well as the steaks that my cousins used to barbecue for family outings.  Everything just tasted better -- no need to break this down scientifically, just a validation courtesy of the taste buds!

The Wegmans Northborough expands on this tradition and celebration of good foods with its wide offerings at the butcher area, seafood counter, bakery, natural foods isle, myriad food stations and take home foods section (Italian, Asian, Dim Sum only,  chicken wings, vegetarian, etc.). For lunch, I opted for some spicy chicken and vegetables with vegetable fried rice that was worthy of the best area Chinese restaurants. For dinner, we feasted on some fabulous chicken Parmesan, a truly tasty asiago cheese artichoke cake and a mound of spaghetti at $8 a person. (that's another great Wegmans selling point, good value for such an upscale grocery experience!) Tasting these offerings and looking at the vibrant colors of food at each station and at the takeout area, it's like Wegmans brought in some of the best chefs around and put them under one roof. This is not your basic one-half-notch-above-fast-food stuff!

What really sends Wegmans over the top is the staff. It has always been that way and Northborough carries on that tradition. It seems like Wegmans employees really love their jobs. I was greeted several times, as well as being given a "101" on different varieties of Wegmans whole bean coffees by an enthusiastic and quite knowledgable young lady employee. By the way, I had to ask an employee beforehand where to find the coffee. He walked with me -- perhaps the length of a football field -- to make sure I was able to find the coffee area. At other markets when asking where to find something, I've often run across employees that pretty much point and grunt. Another employee that had been employed at Rochester and Erie, Penn., Wegmans locations told me how much he loved Wegmans. Many people I have seen at supermarkets really seem to hate their jobs -- so nice to see someone that loves working at one, and not afraid to share that love of a career with a customer!

While ready to check out near the food station (en route to the nicely appointed 300 seat dining cafe), I hesitated because I wasn't sure if my 15 or so items would qualify for the "Express" check out area. The smiling employee clerk, seeing that I had surpassed the limit said, "That's OK, come on through, I'll take care of it." While swiping my debit card, I turned around and saw that a young employee had already packed the bags of food into my shopping cart. It couldn't have been more than 20 seconds for this to happen.  Next, an older lady employee at the front of the cafe said with the utmost sincerity and almost as if it was a secret between two friends, "I can watch your basket here, don't you worry about a thing. You're safe with me!" Always nice to see an older employee hired at a new business -- and one with a real personality!

Before arriving at Wegmans, I thought that perhaps the size of the place (about two football fields), that we live in an era where friendliness and values are on the decline, and businesses routinely cut corners would create a different kind of Wegmans. Sort of like quaint, close-knit Bailey Falls becoming a depressed Pottersville in "It's a Wonderful Life." Not the case here, for sure! Leaving Wegmans, I thought "This is everything I remember, and actually, a whole lot more. They haven't compromised a thing, and have actually built greatly upon a solid premise. Good for them. I love it!"

Wegmans sure has come a long way since 1916 opening as a Rochester area food cart. Or, for that matter since I was a kid visiting my cousins in the 1970s in dear, old Rochester! The magic has remained with a few more tricks added through the years to keep this legendary supermarket chain relevant and so incredible! 

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