'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'

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.

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