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FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60)

Mobile & even more affluent population. Two other inventions  Spread of supermarkets:. Concentrated consumer mkt  Easy to reach. Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917)  Cheaper  Popular w/public that has cash. Able to carry & store more  Buy more.

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FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60)

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  1. Mobile & even more affluent population Two other inventions Spread of supermarkets: Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Able to carry & store moreBuy more Impractical to package foods at supermarketAttractive pre-packaged foods that also advertise the product Automobiles & cheaper food easily available By 1960, supermarkets are selling 70% nation’s groceries The nesting shopping cart Refrigeration &frozen foods Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Mass media Advertising More business FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116) More sophis. psych. used in ads to target consumers’ subconscious & unconscious: piped in music, bright lights, colorful displays, etc. (FC.142C)

  2. FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) Industrial Rev. (FC.111)

  3. FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117)

  4. FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  5. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  6. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  check out at exit Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116) - Paid cash not credit & no free delivery-> cut overhead  Cut prices 3000 Piggly Wiggly’s The first Piggly Wiggly self-service grocery, which opened in 1917.

  7. The Piggly Wiggly in Davenport, Washington in the early part of the century

  8. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Automobiles & cheaper food easily available Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  9. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  10. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Concentrated consumer mkt Easy to reach FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  11. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Mass media Advertising More business Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Concentrated consumer mkt Easy to reach FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  12. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Remote location reachable by car cheaper rent & more parking Huge volume & variety Low profit margins to undersell competition Mass media Advertising More business Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Concentrated consumer mkt Easy to reach FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  13. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Remote location reachable by carcheaper rent & more parking Huge volume & variety Low profit margins to undersell competition Mass media Advertising More business Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Concentrated consumer mkt Easy to reach FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  14. King Kullen, the first true supermarket (1930) with a large remote location that could offer more parking, cheaper rent plus hold a huge volume & variety of goods, thus allowing low profit margins to undersell competition

  15. Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Remote location reachable by carcheaper rent & more parking Huge volume & varietyLow profit margins to undersell competition Mass media Advertising More business Automobiles & cheaper food easily available Mobile & even more affluent population Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Concentrated consumer mkt Easy to reach FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  16. Automobiles & cheaper food easily available Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Mobile & even more affluent population Mass media Advertising More business The nesting shopping cart Two other inventions Spread of supermarkets: Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Refrigeration & frozen foods FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  17. Automobiles & cheaper food easily available Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Mobile & even more affluent population Mass media Advertising More business The nesting shopping cart Two other inventions Spread of supermarkets: Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Refrigeration & frozen foods FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  18. In 1936 Sylvan Goldman, owner of a chain of  Oklahoma City grocery stores called Standard/Piggly-Wiggly, invented the first shopping cart by adding two wire baskets and wheels to a folding chair. Goldman, together with mechanic Fred Young, later designed a dedicated shopping cart in 1947 and formed the Folding Carrier Co. to manufacture the carts. In 1946, Orla Watson, of Kansas City, MO, invented the telescoping shopping cart. By using hinged baskets, each shopping cart fitted into the shopping cart ahead for compact storage. The telescoping shopping carts were first used at Floyd Day's Super Market in 1947.

  19. Automobiles & cheaper food easily available Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Mobile & even more affluent population Mass media Advertising More business The nesting shopping cart Two other inventions Spread of supermarkets: Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit Refrigeration &frozen foods FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  20. Automobiles & cheaper food easily available Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Able to carry & store moreBuy more Mobile & even more affluent population Mass media Advertising More business Two other inventions Spread of supermarkets: Refrigeration &frozen foods Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit The nesting shopping cart FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  21. Mobile & even more affluent population Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Able to carry & store moreBuy more Impractical to package foods at supermarketAttractive pre-packaged foods that also advertise the product Automobiles & cheaper food easily available Mass media Advertising More business Two other inventions Spread of supermarkets: Refrigeration &frozen foods Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit The nesting shopping cart FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116)

  22. Impractical to package foods at supermarketAttractive pre-packaged foods that also advertise the product Concentrated consumer mkt Easy to reach Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Able to carry & store moreBuy more Mobile & even more affluent population Automobiles & cheaper food easily available Mass media Advertising More business Two other inventions Spread of supermarkets: Refrigeration &frozen foods Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit The nesting shopping cart FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices  3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116) 1927- Clarence Birdseye invents flash frozen foods More sophis. psych. used in ads to target consumers’ subconscious & unconscious: piped in music, bright lights, colorful displays, etc. (FC.142C)

  23. Concentrated consumer mkt Easy to reach Two other inventions Spread of supermarkets: Piggly Wiggly, 1st cash & carry grocery w/o credit or free delivery (1917) CheaperPopular w/public that has cash Able to carry & store moreBuy more Impractical to package foods at supermarketAttractive pre-packaged foods that also advertise the product Mobile & even more affluent population Automobiles & cheaper food easily available By 1960, supermarkets are selling 70% nation’s groceries The nesting shopping cart Refrigeration &frozen foods Huge volume & varietyLow profit margins to undersell competition Remote location reachable by carcheaper rent & more parking 1930- Michael Cullen opens 1st supermarket with self-service plus cash & carry and: Mass media Advertising More business Consumer mkt. w/cash replaces mkt of farmers needing seasonal credit FC.142B THE EVOLUTION OF THE SUPERMARKET & ITS IMPACT (1917-60) 1917- Clarence Saunders opened Piggly Wiggly w/turnstiles @ entrance  Winding aisles  Check out at exit - Paid cash not credit & no free delivery  cut overhead  Cut prices 3000 Piggly Wiggly’s Industrial Rev. (FC.111) Better agricultural & transp. tech. (FC.117) More affluent & urban US pop. by 1920 (FC.116) 1927- Clarence Birdseye invents flash frozen foods Corporate chains (A&P since 1859, Kroger, Safeway, etc.) bought directly & in bulk from producers rather than wholesalers Undersell indep’s Attempts to stop them 1) Try to get public support 2) Fed. law to regulate wholesale pricing & distr 3) Organized IGA(lliance) More sophis. psych. used in ads to target consumers’ subconscious & unconscious: piped in music, bright lights, colorful displays, etc. (FC.142C)

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