New supermarket to compete with higher-end retail in Columbus Square

A new grocery store is hoping to join the new and old Upper West Side.

With over 150 locations in New York and New Jersey, the Associated grocery chain has become known for its low prices. But as it gears up for the grand opening of a megastore at 99th and Amsterdam Avenue within the Columbus Square development, the store is looking to foster healthy competition with the nearby Whole Foods.

In an area that has been dominated by retail chains and five new residential towers in the past five years, lower income residents said they’re grateful for a more affordable option.

“I see a lot of people with food stamps; they come here because it’s less,” said Veronica Bellamy, who came over from her home in the East Side to take advantage of Associated’s prices. She added that while she usually picks up a few items at Whole Foods, she has come to expect the low prices at Associated.

While the difference in prices might be slight among grocery stores in the neighborhood—organic cereals at Whole Foods range from $3-8, while more common brands stocked at the megastore sell for an average of $4 per box—local shopper Vanessa Rivera said every dollar counts.

“Not everyone in this neighborhood can afford the high-end stores,” Rivera said. “Compared to a place like Whole Foods, it’s good.”

Manager Salomon Gelbstein said he expects the store to host its grand opening in the next few weeks. The store had a soft opening this past November, without advertisement or promotion, in order to allow itself a period during which adjustments could be made without an overwhelming amount of customers.

“When a new store of this size opens, there are glitches here and there, and that may sometimes lead to customer disappointment,” Gelbstein explained. “By doing a soft opening, we can more quickly address those glitches when they occur, which leads us to address customer concerns on an individual basis.”

The 808 Columbus Ave. building, where the new megastore is now open, has little resemblance to its smaller location just two blocks down. The store has bright green and yellow décor, an Internet café, and a kosher grocery section more fitting with the rest of the Columbus Square development, located on Columbus Avenue from 97th to 100th streets.

While flashier than its older, smaller location, which will continue to operate two blocks down on 97th Street, the new Associated branch will offer the same prices, Gelbstein said.

“Columbus Square has turned out to be a great location,” he added.

Local shopper Joan Fields said she’s also just looking to save money where she can.

“Everyone in this economy is looking for a deal,” she said.

gina.lee@columbiaspectator.com