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September 12, 2011

Wegmans Watchers Await Northborough Opening

There are certain regional brands that generate fanatical customers who can't stop talking about them even years after they've moved outside their home territories. Five Guys Burgers and Fries in the Washington, D.C., area. Krispy Kreme in the Southeast. And, according to Barbara Clifford, president of the Corridor Nine Area Chamber of Commerce, Wegmans along the eastern seaboard.

Clifford was in attendance recently when Kevin Russell, manager of the first Wegmans grocery store in Massachusetts (which opens Oct. 16), spoke at the Southborough Public Library. She said there were at least 100 people packed into a small room, including "loyal Wegmans customers" from Waltham who plan to travel to Northborough to shop at the new store.

"The interest level on the part of residents and other businesses is intense," Clifford said.

The Northborough store is part of Northborough Crossing, a new 600,000-square-foot retail center near the intersection of Routes 9 and 20. Other stores at the plaza will include a BJ's Wholesale Club, a Kohl's department store, Toys R Us and Babies R Us.

Tony Mallozzi, owner of Anthony Joseph Real Estate in Westborough, said he sees the new center as a boon to Northborough, which doesn't have a large grocery store yet, and to the larger "boroughs" region, which lacks a major one-stop shopping destination.

"We really don't have that 'go to' place," he said.

Northborough Crossing is 99 percent leased, according to New England Development of Newton, which is developing the property in partnership with Southborough-based Brendon Properties. The developer said one aspect of the project that's still in limbo is finding a restaurant, since restaurant operators haven't been in growth mode in recent years. But the firm is hopeful that will change once the plaza opens.

Picking Its Spot

Marybeth Stewart, Wegmans' human resources manager for New England, said the spot was chosen based on careful study. It's an area with a growing population, the company's researchers found that its demographics suggest a high level of interest in the kinds of products it sells, and the Northborough Crossing spot offers space for a large store.

"The demographics are good," Stewart said. "There's good regional access."

The new shops, the first of which have already opened, should also have an impact on employment. As of last year, about 6,000 people worked in Northborough. Wegmans alone plans to have 600 employees when it opens.

The grocery store, which will also feature a pharmacy and dine-in area with a large seating area, started hiring in January and has already filled most of its 200 full-time positions, according to Stewart. She said the company reached out to potential workers through radio advertisements, billboards and even direct mailings to households within a 10-mile radius. It got about 1,500 applications for the 300 to 400 part-time jobs it had to fill.

More Help Wanted

Stewart said she's "thrilled with the number and quality of the applicants," but is still encouraging more people to apply.

Clifford, of the chamber, said she's impressed with the looks of jobs at Wegmans. The company was ranked third on this year's "top 100 best companies to work for" list published by CNN and Fortune and Money magazines.

"People stay there a very long time," Clifford said.

She said Wegmans has been building its connections in the business community as well. The company joined the Corridor Nine Chamber more than a year ago, she said, and the top local managers have been meeting with other business leaders and visiting their competitors for months.

As far as those competitors go, Clifford said adjusting to Wegmans' presence in the area could be somewhat difficult. The store's large size and its proximity to the other shops at Northborough Crossing could pull customers from other supermarkets. But ultimately, Clifford said, the competition could be good for them too.

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