April 17, 2026
Boston.com recently published an article featuring Susan Fournier, Allen Questrom Professor and Dean, discussing Big Y’s expansion into eastern Massachusetts, a highly competitive grocery market, long dominated by established players.
As the family-owned grocer pushes beyond its Western Massachusetts stronghold, the company is betting that its emphasis on in-store experience, customer service, and brand loyalty will resonate with new consumers. The article highlights both the opportunity and risk of entering a crowded field that includes chains like Market Basket and Stop & Shop, where customer loyalty is deeply entrenched. Success in grocery retail hinges on more than pricing or convenience.
“Every now and then, you get a regional player, and it just clicks. But the game is, can you expand that beyond? Can you grow? You might die a miserable death in between because sometimes it doesn’t work,” Fournier adds.
Big Y’s growth strategy underscores the challenge of translating regional brand loyalty into new markets, where building emotional connection and repeat customers takes time—and carries significant risk.
