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99 Ranch Market

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99 Ranch Market
Company typePrivate
IndustryRetail (supermarket)
Founded1984
FounderRoger H. Chen
Headquarters
Buena Park, California
,
United States
Area served
United States (California, Nevada, Oregon, Washington, New Jersey, New York, Texas, Maryland, Massachusetts, Arizona, Virginia)
Key people
Roger H. Chen (founder)
ProductsAsian groceries
OwnerTawa Supermarket Inc.
ParentTawa Supermarket Inc.

Overview

99 Ranch Market (Template:Lang-zh) is a U.S.-based supermarket chain specializing in Asian groceries, operated by Tawa Supermarket Inc., headquartered in Buena Park, California. As of April 2023, the chain encompasses 58 locations across the United States, predominantly situated in California, with additional outlets in Nevada, Oregon, Washington, New Jersey, New York, Texas, Maryland, Massachusetts, Arizona, and Virginia. The retailer expanded its services to include online shopping in 2014, and further introduced a mobile application for grocery delivery in February 2021. Among its key competitors is the supermarket chain H Mart.

Established in 1984 by Taiwanese immigrant Roger H. Chen, 99 Ranch Market has developed into the largest Asian supermarket chain operating within the United States.

The parent company, Tawa Supermarket Inc., also owns the smaller Taiwanese-American grocery chain known as 168 Market, which operates six stores across California and Nevada.

History

File:99ranch.jpg
99 Ranch Market located in Kearny Mesa, San Diego (2015)

The inception of the chain traces back to 1984 when Roger Chen, an American entrepreneur originally from Taiwan, launched the inaugural store in Little Saigon, a vibrant Vietnamese American neighborhood in Westminster, California[1][2][3] (this location has since ceased operations). Three years later, in 1987, a second outlet was established in Montebello, which is also now closed. Initially branded as 99 Price Market, the company later rebranded it to 99 Ranch Market to adopt a more appealing and marketable identity.

Before 1998, all expansions beyond California were executed through franchise agreements, except for one company-owned store in Nevada. These franchised ventures either failed, as seen in Hawaii and Georgia, or transitioned into independent operations, like in Indonesia, or both scenarios occurred, such as in Arizona.[4]

The first company-operated stores outside California opened in the Seattle metropolitan area: one at the Great Wall Shopping Center in 1998[5] and another at Edmonds Shopping Center in 2003.[6]

Over time, 99 Ranch Market has grown to become the largest Asian supermarket chain in the United States. The company owns its own production infrastructure, including agricultural farms and processing plants. Its corporate headquarters are situated in Buena Park, California.[7]

Besides its U.S. locations, the chain operates manufacturing facilities in China. These company-managed plants have instituted rigorous quality assurance protocols to ensure compliance with regulations set by the FDA.Template:Fix/category[citation needed]

A franchise was launched in Atlanta within Asian Square in 1993.Cite error: The opening <ref> tag is malformed or has a bad nameCite error: The opening <ref> tag is malformed or has a bad name However, this store faced stiff competition from East Coast-based chains like Super H Mart and ultimately closed in 2010.Cite error: The opening <ref> tag is malformed or has a bad name

In 1993, Tawa Supermarkets—the parent company of 99 Ranch Market—partnered with Taiwan’s Uni-President Enterprises Corporation and Canadian investors led by President and CEO Cindy Lee to establish a Chinese-Canadian supermarket chain named T&T Supermarket (大統華).[8] T&T initially focused on the Vancouver region before expanding across Canada to cities including Edmonton, Calgary, and Toronto. In 2009, Tawa and its partners sold T&T Supermarket to Loblaw Companies for $225 million.[9][10]

In Nevada, the first 99 Ranch Market franchise opened in Las Vegas's Chinatown Plaza in 1995 under Jason Chen, Roger Chen’s nephew. This location served as a cornerstone for the Chinatown Plaza development on Spring Mountain Road.[11][12][13] A second Las Vegas-area store followed two decades later in October 2015.[14]

A franchise store was inaugurated at Phoenix’s Chinese Cultural Center by E&E Supermarkets in 1997.[15] Unfortunately, E&E filed for bankruptcy two years later in 1999, resulting in closure of that location.[16] The brand reentered the Phoenix market with a new store opening in Chandler, Arizona, in May 2021.Cite error: The opening <ref> tag is malformed or has a bad name

In Honolulu, Sunrise USA Inc. opened a franchise at Moanalua Ethnic Village in 1998.[17] This store ceased operations by 2007.[18][19]

In Indonesia’s capital Jakarta, PT Supra Boga Lestari launched a franchise of the chain in 1997. Following the May 1998 riots there, PT Supra Boga Lestari opted to sever ties with Tawa Supermarkets and continued independently under similar brand names "Ranch Market" and "Ranch 99 Market" within Indonesia.[20]Cite error: The opening <ref> tag is malformed or has a bad nameCite error: The opening <ref> tag is malformed or has a bad name[21]

The company expanded into Texas beginning with two stores near Houston opening in 2008[22] and 2009,[23] followed by a third location launching in Plano within the Dallas–Fort Worth metroplex during 2010.[24][25] Additional Texas outlets opened subsequently: Carrollton in March 2016,[26] Katy in August 2016,[27] and Austin on March 3, 2018.Cite error: The opening <ref> tag is malformed or has a bad name

In an effort to broaden its market reach with more affordable options, Tawa Supermarket Inc. initiated a Taiwanese-American supermarket brand called 168 Market in 2006. Both chains share ownership and management. By 2020, 168 Market operated five stores across California and one location in Nevada.[28]

The chain’s first venture east of the Mississippi River was marked by opening a store in Edison, New Jersey, during January 2017 within a former Pathmark site.[29] A subsequent New Jersey store debuted in April of that year located in Jersey City,[30] with an additional presence established later on Hackensack.

In August 2017, the company inaugurated its first Oregon location situated in Beaverton.Cite error: The opening <ref> tag is malformed or has a bad name

April 2018 saw the opening of its initial Maryland outlet located in Gaithersburg.[31]

January 2020 marked the debut of its first Massachusetts store based in Quincy.Cite error: The opening <ref> tag is malformed or has a bad name

By August 2020, the brand had expanded into Virginia with a new store opening in Fairfax. Template:Fix/category[citation needed]

In April of 2022, their first New York state location commenced operations at Westbury.Cite error: The opening <ref> tag is malformed or has a bad name

Looking ahead to July 2025, plans were announced for launching their inaugural New York City store located within Queens.Cite error: The opening <ref> tag is malformed or has a bad name

Customer base

While the majority of patrons are ethnic Chinese Americans, the customer demographic also includes recent arrivals from China, ethnic Chinese originating from Vietnam, and various other groups. The supermarket chain offers an extensive selection of imported food items and goods sourced from mainland China, Hong Kong, Taiwan, Japan, Korea, and Southeast Asia—especially Vietnam and Thailand. Additionally, it stocks certain domestically produced products from Chinese American manufacturers alongside a limited range of widely recognized American brands.[7] The chain has also expanded its appeal to a broader pan-Asian clientele, notably Filipino Americans and Japanese Americans, by establishing stores in neighborhoods predominantly inhabited by these communities.Template:Fix/category[citation needed]

Since 99 Ranch Market primarily caters to a Chinese American audience, Mandarin Chinese functions as the main language within the store and its neighboring businesses. In-store announcements highlighting promotions are typically delivered in multiple languages, predominantly Mandarin and Cantonese, with English used less frequently.

The inclusion of "99" in the brand name reflects a number regarded as auspicious among ethnic Chinese. In Chinese culture, the pronunciation of nine resembles the term for "long-lasting."[1]

The company’s motto is "For 100 we try harder," cleverly referencing the supermarket’s name.[32] Historically, the brand employed an English slogan reading "united at heart for a better future," with the corresponding Chinese phrase being "大華與您共創未來" (Dà Huá yǔ nín gòngchuàng wèilái), which translates to "99 Ranch is creating the future together with you." [33] As of 2017, the company has also promoted itself as "Your Favorite Destination For Asian Food Since 1984."Template:Fix/category[citation needed]

General locations

Stores situated outside suburban areas are frequently found in ethnically diverse neighborhoods. For example, locations in Van Nuys, California and Richmond, California serve multicultural communities and attract a broad customer base including African American, Mexican American, and European American shoppers alongside Chinese-speaking patrons.

Within California, the chain has reportedly experienced less popularity among older established Chinese communities. The Los Angeles Chinatown location operated for several years within Bamboo Plaza but eventually closed—likely due to its inconvenient placement and limited parking options—as well as competition from smaller local grocers who have maintained loyalty among elderly Chinese American consumers.Template:Fix/category[citation needed]

In suburban settings, 99 Ranch Market often stands as the sole Asian American supermarket and shopping hub within a considerable radius. For instance, it remains one of the few Asian grocery stores serving the San Fernando Valley.

Due to its prime site selections, rental expenses for tenants tend to be considerable; however, other Chinese-owned enterprises such as Sam Woo Restaurants, shops specializing in Chinese traditional medicine, and gift stores frequently follow 99 Ranch Market’s lead by establishing themselves nearby. In this way, 99 Ranch Market acts as an anchor tenant that supports smaller retailers and dining establishments within emerging Asian suburban commercial districts. A case in point is Phoenix, Arizona’s inaugural 99 Ranch Market location which opened as part of a larger Chinese Cultural Center, featuring various Asian eateries and retail outlets serving the metropolitan area.[34][35]

Beginning in 2008, 99 Ranch Market expanded into Texas with store openings in cities such as Houston (2008),[22] Sugar Land (2009),[23] Plano (2010),[24] Carrollton (2016),[26] Katy (2016),[27] Austin (2018),[36] and Frisco (2019).[37] This expansion corresponds with the increasing Asian-American population growth within Texas during the early twenty-first century.

Most outlets under the 99 Ranch Market brand are owned directly by the company. The only franchised stores still operating within the United States are located in Las Vegas.[13] Owned by Tawa Supermarkets Inc., this well-known American supermarket chain is headquartered in Buena Park, California. As of April 2023, there are 58 stores primarily situated across California with additional locations in Oregon, Nevada, New Jersey, Washington, Texas, Massachusetts, Maryland, Arizona, and Virginia.[38]

Store layout and product selection

The design of 99 Ranch Market outlets closely resembles that of typical American supermarkets, featuring wider aisles and a more spacious arrangement compared to many traditional Chinese grocery stores. Customers can use credit cards for purchases exceeding US$5.00, a convenience not commonly offered in many older Chinatown markets. Additionally, a limited number of 99 Ranch Market branches include an on-site office of East West Bank, a prominent financial institution serving the Chinese American community.

Most locations offer a comprehensive take-out deli counter that serves a blend of Cantonese, Taiwanese, and Sichuan dishes. Certain delis also provide sushi or pre-prepared meats such as Cantonese roast duck (huo ya) and barbecued pork (Char Siu). Each store typically features a bakery section with decorated cakes and freshly made Chinese pastries; however, the majority of baked goods and pastries are now produced off-site rather than in-store. Locations without deli or bakery services operate as more basic grocery outlets.

Previously, 99 Ranch Market maintained a VIP membership card program and distributed direct mail circulars containing coupons. These initiatives were discontinued in August 2007 to establish uniform pricing benefits for all customers. While the chain continues to enjoy strong popularity, its prices tend to be higher on average compared to smaller, independent Chinese grocery stores. In 2014, the company introduced the Super Rewards Card, a points-based loyalty program awarding one point per pre-tax dollar spent. The chain also frequently conducts sweepstakes promotions in partnership with automobile brands such as Lexus, BMW, and Toyota.

Marketing efforts include significant advertising campaigns featuring print ads in Chinese-language newspapers like World Journal and radio spots on Southern California’s Chinese-language radio stations.

Regional naming conventions

In Northern California, the brand is commonly referred to as "Ranch 99" due to the unique logo design where the "99" is positioned between "Ranch" and "Market" on signage.

File:99 Ranch sign in Milpitas, California.png
Signage at 99 Ranch Market in Milpitas, California, displaying the name as "Ranch 99"

See also

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References

  1. ↑ 1.0 1.1 Cite error: Invalid <ref> tag; no text was provided for refs named Pellissier
  2. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named lat-1997sep03
  3. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named lat-1988dec11
  4. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Lanyon
  5. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named sbj-1997sep14
  6. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named psbj-2002nov03
  7. ↑ 7.0 7.1 Cite error: Invalid <ref> tag; no text was provided for refs named LAT 2023-07-07
  8. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named tgam-2005jan15
  9. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named cbc-2009jul24
  10. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named vs-2009jul25
  11. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named nevada-2011
  12. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named wsj-2004apr28
  13. ↑ 13.0 13.1 Cite error: Invalid <ref> tag; no text was provided for refs named lvs-2004feb16
  14. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named aj-2015oct15
  15. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named pbj-1997dec15
  16. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named bj-1999oct29
  17. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named pbn-1998mar15
  18. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named ha-2006dec23
  19. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named hsb-2007feb23
  20. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named jp-2012may15
  21. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named jp-2010jun23
  22. ↑ 22.0 22.1 Cite error: Invalid <ref> tag; no text was provided for refs named hbj-2008oct12
  23. ↑ 23.0 23.1 Cite error: Invalid <ref> tag; no text was provided for refs named hp-2009nov09
  24. ↑ 24.0 24.1 Cite error: Invalid <ref> tag; no text was provided for refs named dmn-2010jul18
  25. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named dbj-2009jul19
  26. ↑ 26.0 26.1 Cite error: Invalid <ref> tag; no text was provided for refs named fruitealicious-2016mar24
  27. ↑ 27.0 27.1 Cite error: Invalid <ref> tag; no text was provided for refs named km-2016aug10
  28. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named 168 MARKET - Trademark Details
  29. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named tsr-2017feb01
  30. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named jd-2017apr21
  31. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named mcm-2018may02
  32. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  33. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  34. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  35. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  36. ↑ Nadia Chaudhury, "Asian Grocery Chain 99 Ranch Market Opens Austin Location in March", Eater, February 14, 2008. Retrieved May 22, 2018.
  37. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  38. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).

External links

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Template:Supermarkets of the United States

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