When Wal-Mart Stores Inc. opened a Supercenter in suburban Country Club Hills in 2006, Karen Talchik changed her shopping routine. With a Wal-Mart supermarket near her house, the Oak Forest teacher abandoned her old grocery standby.
She said the service sometimes isn’t as good at Wal-Mart—the lines at the deli and checkout counters can be longer than she was used to—but the prices can’t be beat.
“I stopped going to Jewel,” Talchik said
Wal-Mart’s market share is still small compared to Chicagoland’s grocery leaders, Jewel and Dominick’s. But with several new stores, Wal-Mart gained share last year, seemingly at the expense of Jewel and Dominick’s, data from market researcher Nielsen Co. indicate.
And more Wal-Mart Supercenters are coming to the area: six this year, including one that opened this past week in Orland Park, which gives it 19 now open. Six more are planned for 2010.
The Chicago area “in our mind is a priority because it is a market where we have an underserved customer,” said Michael Lewis, president of Wal-Mart’s Midwest division. “I see no reason why our share in [metro] Chicago should be different than in our developed markets elsewhere in the U.S.,” he said.
“Large metro areas represent a tremendous growth opportunity for Wal-Mart,” said Mark Miller, a stock analyst at William Blair & Co. “Chicago and New York, I would say, are the two priorities for the company.”
Arkansas-based Wal-Mart is the country’s largest food retailer, and its main pitch has long been value. Its prices are routinely 13 percent to 18 percent less than its competitors in any given market, said Jim Hertel, a managing partner with food retailing consultant Willard Bishop.
A recent report by Credit Suisse analyst Edward Kelly indicates that gap is wider in the Chicago area. In Kelly’s January survey, Jewel’s prices were 23 percent higher than Wal-Mart’s; Dominick’s, 26 percent greater. Still, analysts say both traditional chains compete on price through promotions and private-label items.
With the economy imploding, Wal-Mart’s low-price approach should help it grab market share across the country, analysts say. Indeed, the strength of its grocery business helped Wal-Mart post better-than-expected fiscal fourth-quarter financial results in February.