'Great at a Lot of Things': The Secret to Wegmans' Success

How a family vegetable cart in Rochester, N.Y., gave rise to generations of 'Wegmaniacs'

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Oct. 27, 2019, was a rainy Thursday in Brooklyn. Despite the chill and gloom, however, crowds began assembling before daybreak. Some had risen at 5:30 a.m. for a place in line. Some had driven from as far away as the Bronx.

One might think these were fans lining up to see the Black Keys or Bon Iver at the Barclays Center. But no—they were lining up to shop at a grocery store.

In this case, the name will explain a lot.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Oct. 4, 2021, issue of Adweek magazine. Click here to subscribe.