Store openings and celebrations: Longo’s marks 70 years in business
When brothers Tommy, Joe and Gus Longo started their grocery business in 1956, they may not have anticipated modern retail disruptions like GLP-1s or AI. But the ethos on which they built Longo’s still guides the grocer’s decisions 70 years later.
“How they ran the business is still so much part of how we run the business today,” says Longo's president Deb Craven, who was speaking on the heels of in-store festivities held at the end of May in all 43 Longo’s stores to mark the anniversary of the opening of the first Longo Brothers Fruit Market.
The Ontario grocer has “survived and thrived” because of “strong and respectful” partnerships with local vendors, Craven says, and the understanding that staff and customers are the most important part of the family-run business. “That is still so much a part of our DNA. Every single day, the decisions we make are made through those lenses.” (Craven, who joined Longo’s about seven years ago, notes that one of the Longo brothers, 78-year-old Gus, “is still very involved in the business” and pleased that the grocer’s people-first culture is still top of mind.)
Figuring out where Longo’s fits in the community, who its customers are and how their needs can be served have been the grocer's priorities for the last 70 years, Craven says.
“One thing we’re thinking a lot about now is the impact of GLP-1 drugs and what that’s having on our guests and their buying patterns and their eating patterns.”
That includes keeping items like cottage cheese on the shelf as demand for protein “in any form or shape” ramps up, she says. Fresh produce and fibre are also increasingly top of mind with shoppers.
READ: Longo’s president Deb Craven on leadership and growing the business
Longo’s is also spending a lot of time thinking about the impact of agentic AI on store operations. “There’s a lot more agentic decision-making happening on how to buy groceries,” Craven says. The challenge, she says, is “how to make sure that [Longo’s] is still a big part of that consideration.”
The grocer is preparing to open its newest store on June 24 at 968 Niagara Street in Welland, Ont., making the 37,000 square-foot outlet the furthest from the Longo’s distribution centre in Vaughan.
“Welland will be a really good testing ground for us. We’re not going to compromise quality at all with that increased distance,” Craven says.
She adds Longo’s has been involved in the local community for several months to ensure Welland residents know about the store before its opening. “We’ll just ‘wow’ them the minute they walk into the door,” Craven says.
And for its milestone 45th store, Longo’s is opening a 50,000 square-foot supermarket at 1700 King Road in King City, Ont.
READ: Longo's coming to Welland and King City, Ont.
Both stores will feature combined deli and cheese sections, with certified cheese masters (“[They] know everything there is to know about cheese,” Craven says) working in the same area as the deli section. Whether customers are putting a charcuterie board together or want a fresh sandwich made, “[they] have that expertise all in one place,” Craven notes.
The new stores will eliminate the glass walls that separate meat cutters and wrappers from the service counter. As a result, “[Longo’s] team members can now interact with guests a lot easier,” Craven explains.
Loft Cooking Schools that offer space for everything from cooking classes to kids’ birthday celebrations. Starbucks will also be on-site at the new stores.
Craven says Longo’s has become flexible at operating stores of various sizes. For example, downtown Toronto is home to larger sites like the full-service Maple Leaf Square outlet on York St. and two of its smallest stores in the underground PATH system (The Market by Longo’s at Brookfield Place and First Canadian Place) that offer ready-made meals for commuters.
The 2021 acquisition of a majority stake in Longo’s by Empire Company, the parent company of Sobeys, has allowed the company to expand. Empire has provided “significant support” in finding great locations for new stores, sourcing products and negotiating costs, Craven says.
“Empire has been very thoughtful about saying, ‘Longo’s has been very successful in the market for 70 years, so keep doing what you’re doing.’”
Swipe through the gallery below to see photos from Longo's 70th anniversary celebrations. Photography courtesy Longo's
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Longo's president Deb Craven (left) attends anniversary festivities at Longo’s Walker’s Line. -
Anthony Longo (left), executive chair, attended celebrations at Longo’s Applewood. -
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