Park Duvalle neighborhood grocery store off to slow start after opening


by WHAS11

Posted on September 26, 2012 at 7:16 PM

LOUISVILLE, Ky. (WHAS11) -- It opened to much fanfare and high hopes just three months ago, but now a West End food market has hit some tough times.

But the managers of First Choice Market aren't throwing in the towel.

Since June there was a fancy ribbon cutting,  public officials spoke and it was smiles all around. Finally a healthy market had arrived. But months later the store is having some trouble. 
"We are not doing what we expected but we are doing good. Good enough to stay," Dana Montgomery, store  manager, said.
Dana Montgomery the store manager says there is a theory as to why things are off to a slow start. Customers are often reluctant to leave a store they've shopped at for years.
"To put this store out here so quickly and throw it at them, it’s a change," Montgomery says.
Customers that are becoming loyal say a market like this with fresh produce, deli and big selection is definitely needed in the Park Duvalle neighborhood. 

"This is the greatest thing that has happened to this neighborhood; before you have to spend an hour driving somewhere and coming back. You find everything you want at a reasonable price," one customer said.

The manager says they have made many adjustments to what they sell so it appeals to the customers here. They have also zeroed in on a lot of direct marketing.
More than 18,000 fliers have been circulated throughout the community but shopper Dalton King thinks it will pick up.
"It is taking a while it’s kind of a hidden location. If they come out and look at the prices, they find they can find some deals," King said.

The store management says they are in for the long haul.
"We are not going anywhere. We are here to stay," Montgomery said.