'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'

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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.

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