The Balistreris have announced yet another Sendik's location, this time in
Greendale Greenfield (oops). Pick-n-Save has got to be back on its heels - - this is pretty aggressive expansion for what was once considered a "boutique grocery."
Freeway proximity is key to why I'm confident two out of three Sendik's locations will thrive. The new Greenfield location is right off the Rock Freeway and en route to and from the popular "Border's-Southridge-Barnes & Noble-Office Depot-Best Buy" strip on 76th Street. With the addition of this Sendik's, expect a retail "boomlet" in an area that already draws most of Franklin's discretionary income.
The Franklin Sendik's on Rawson, while still new and a novelty, seems to have converted a great many "fence-sitters" who may have considered the store too expensive for their tastes and budgets before actually shopping there. Rawson is a main route to and from the freeway, so it couldn't be much easier to get in and out. The parking lot is compact enough to make a quick stop less daunting than the commitment you have to make at a Pick-n-Save.
The Sendik's at Shoppes at Wyndham Village, due to open Summer or Fall '08, faces lack of freeway proximity, potential traffic snags on Drexel, and what I think will be parasitic competition from its neighbor, Target. Its only hope, unfortunately, has been substantially diluted by a very poor site plan; had Carstensen's team spent more time creating a true "village" retail layout rather than retail barnacles surrounding a strip mall-type Target, people would have a reason to venture there even if it's a bit out of their way (i.e. not on the way to or from a freeway).
Still, a single additional top-tier retailer in the Wyndham space could make all the difference - - but, once again, that retailer would have to overlook the dreary site plan.
Fountains of Franklin - - which seems perpetually stuck in neutral ("Announcements forthcoming!") - - would do well to capitalize on that error by doing whatever is necessary to (A) acquire the strip of land that currently (and tragically) bisects its development zone, and (B) generate an outstanding site plan that will bring in some outstanding retailers.
And whoever gets an Apple Retail Store wins instantly - - all bets are off at that point.
From the Milwaukee Journal Sentinel:
New Greenfield Sendik's won't be last, owner says
By TOM DAYKIN
Posted: Nov. 28, 2007
High-end supermarket chain Sendik's is opening a store in Greenfield, continuing the group's expansion beyond its North Shore roots and building an alternative to Pick 'n Save, the Milwaukee area's dominant supermarket chain.
The latest Sendik's Food Market will operate at 7901 W. Layton Ave. in a 60,000-square-foot building previously occupied by a Jewel-Osco store, it was announced Tuesday. The store will open next summer.
The supermarket, with 170 employees, will be part of a shopping center that will be renamed Sendik's Commons.
Sendik's stores throughout the Milwaukee area have various owners, most of them members of the extended Sendik-Balistreri family.
The Greenfield Sendik's will be owned by Ted Balistreri, along with his brothers, Nick and Patrick, and sister, Margaret Harris. They announced plans last week to open a Germantown Sendik's at N112-15800 Mequon Road.
The Germantown store also is to open by summer and will fill another former Jewel-Osco. The Jewel-Osco chain withdrew from southeastern Wisconsin in February.
Ted Balistreri and his siblings earlier this fall opened Sendik's markets in Elm Grove and Franklin. Since 2003, they've also expanded from their store in Whitefish Bay to Mequon, Grafton and Wauwatosa, occupying empty stores formerly operated by Kohl's Food Stores, Jewel-Osco and Sentry Foods.
While declining to provide details, Ted Balistreri said his strategic plan calls for additional Sendik's markets in southeastern Wisconsin.
The departure of Kohl's and Jewel-Osco, coupled with Sentry's decline, have created expansion opportunities for Sendik's, said Dave Livingston, a Pewaukee supermarket industry consultant.
Livingston expects Sendik's to eventually become the No. 3 competitor in the Milwaukee-area market, behind Pick 'n Save, which is run by Roundy's Supermarkets Inc., and Wal-Mart Stores Inc., which is opening combined supermarket-discount stores known as supercenters.
"They're already a credible alternative to Pick 'n Save," Livingston said.
Sendik's, known for its delis, bakeries, produce and meat, is "more of a category unto ourselves, rather than an alternative," Balistreri said.
Sendik's is benefiting from a growing demand for supermarkets with a lot of amenities and a high level of customer service, Livingston said.
Other high-end grocers have expanded in the Milwaukee area recently, including Whole Foods Market, which opened last year on the city's east side; Trader Joe's, which opened last year in Glendale; and The Fresh Market, which opened a Brookfield store earlier this year.
The Milwaukee area has five Sendik's stores that are not owned by Ted Balistreri and his siblings. The operators of a Sendik's at 18985 W. Capitol Drive in Brookfield plan to develop a Franklin store at The Shoppes of Wyndham Village.
The 90,000-square-foot shopping center that will house the Greenfield Sendik's was purchased last week by Devo Properties.
Greg Devorkin, Devo Properties principal, said he expects the Sendik's announcement to generate strong interest from retailers in the shopping center's 7,500 square feet of vacant space.
"It's wonderful that Sendik's is putting its trust and faith in Greenfield," Greenfield Mayor Mike Neitzke said in a statement. "I think the new Sendik's will be the cornerstone of a renaissance along Layton Ave. and 76th St."