Hanover Township ShopRite Seeks Township Approval for Serving Alcohol at Two Designated Store Locations

By William Sumas, Executive Vice President of Village Super Market Inc.

Since we opened our ShopRite in Hanover Township 14 months ago, we have reinvented the idea of food shopping. With a Health & Wellness Center, Village Food Garden, shop from home convenience, liquor store, registered dietitian, artisanal bakeries & top notch produce, deli, seafood & craft butcher departments, as well as a learning center where children aged 3-8 can be cared for while their parents shop, ShopRite has enhanced the shopping experience for residents of the community.

Now, we are looking for township approval to add yet another enhancement to the overall shopping experience by transferring existing consumption licenses to allow for alcohol to be served in two controlled locations of the store, the Oyster Bar and the Patio dining area. In granting this approval, the Township Committee will place Hanover Township in a unique position to be a trend-setter for consumers in New Jersey.

While new to Hanover Township, the launch of alcohol served in grocery stores is part of a national trend that has been covered by media outlets such as CNN and Time Magazine. National grocery chains such as Whole Foods have successfully implemented alcohol consumption in stores across the country and regional chains such as Hy-Vees in the Midwest, Ralph’s in Los Angeles and Marinaro’s in Chicago have done so as well.

At December’s public hearing before the Hanover Township Committee, concerns were raised about the co-mingling of individuals’ drinking alcohol in the two designated locations inside ShopRite and shoppers in other store locations. Rest assured, co-mingling will be dealt with through ShopRite’s extensive security operation that will include dedicated bar staff, more than 200 security cameras on the premises and store personnel.

The intent of launching this service is not to make ShopRite into a neighborhood bar but to add another amenity that makes the experience of shopping at ShopRite unique and memorable.

Anyone who has been in ShopRite’s Hanover Township store can attest to the amazing shopping experience it provides. We have made our local store into a safe haven for people to shop, exercise and socialize within a relaxed community environment. With our extensive prepared food offerings, service dining and alcohol is a natural addition. For example, those customers who take advantage of cooking classes held in the evenings could now have a glass of wine paired with a new signature dish they have learned to cook with an in-house certified executive chef.

Alcohol is already available for purchase at the store as part of the store’s distribution license.

Why should those with concerns about issuing these consumption licenses rest easy?

The design of both locations is controllable. The Oyster Bar will only seat 14 patrons at a given time with very limited space for standing room, while the Patio Bar will have a defined area where patrons can be served. You will not be able to walk around the store drinking an alcoholic beverage. Security will be present at each location and trained bar staff will control the flow and purchase of alcohol. Our existing policy of hand stamping those dropping off their children at the learning center will ensure that none of these individuals can be served alcohol.

The Township Attorney stated at the hearing that the standard to deny an application rests on five criteria.

The first is whether the licensee is qualified. Background investigations conducted by the township showed no reason to deny Village Markets’ purchase of the consumption licenses.

Criteria two is showing public demand exists. A survey of existing ShopRite customers showed 79% interested in consumption on premise. Public testimony at the hearing was also overwhelmingly in favor.

The third criteria is does it violate local municipal ordinances. All aspects of the implementation of the license will meet the standards of Hanover Township.

Fourth is whether the public welfare is endangered. ShopRite’s security safeguards will ensure a safe and secure experience for all shoppers and ensure no co-mingling.

The fifth is whether it serves the public interest. By launching this program, ShopRite will enhance the shopping experience of its patrons as it provides another amenity that sets its store apart from any other supermarket in the state.

ShopRite has revolutionized grocery shopping for its consumers. By granting the issuance of its consumption license, the Township Committee will make Hanover Township the model for innovation in the State.