Price Rite

Price Rite
Company type	Subsidiary
Industry	Retail (grocery)
Founded	1995
Headquarters	Keasbey, New Jersey, United States
Area served	Connecticut, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island
Parent	Wakefern Food Corporation
Website	www.pricerite.com

Price Rite is a grocery store chain serving Connecticut, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, and Rhode Island. Its headquarters are located in Keasbey, New Jersey, and it is a subsidiary of Wakefern Food Corporation, a New Jersey-based cooperative of retailers that also owns ShopRite Supermarkets, Dearborn Market, and The Fresh Grocer. As of 2025, Price Rite operates 53 locations; Wakefern directly manages 51 stores outside New Jersey, while two outlets within New Jersey are owned by individual Wakefern members.

Overview

Price Rite functions as a limited-selection supermarket chain akin to Aldi and Save-A-Lot but distinguishes itself with larger store footprints averaging around 35,000 square feet and a greater emphasis on fresh produce. Unlike its traditional supermarket counterpart ShopRite, Price Rite maintains a significantly reduced number of SKUs to support its value-driven model.

The brand highlights its American ownership through the slogan "An American Company," setting it apart from European-owned rivals such as Aldi and Lidl. To broaden its reach beyond its own retail locations, Wakefern supplies Price Rite-branded merchandise—including health and beauty products, paper goods, groceries, and dairy—to dollar stores, independent pharmacies, convenience stores, and other supermarkets like Gristedes in New York City. Select products are also accessible via Gristedes’ collaboration with Amazon. Moreover, Price Rite serves as the private label for discount retailers like National Wholesale Liquidators.

Historically, Wakefern has refrained from situating Price Rite outlets near member-owned ShopRite supermarkets to avoid internal competition. Most Price Rite stores were launched in New England or Pennsylvania outside ShopRite’s primary markets. However, since 2013, Wakefern has allowed members to open Price Rite locations closer to ShopRite stores in regions including Camden and Garfield, New Jersey—indicating a strategic move to increase market penetration in overlapping trade zones.

PriceRite mini-clubs

During the 1980s and early 1990s, numerous American supermarket chains introduced warehouse club formats to rival major chains like Sam's Club and BJ's Wholesale Club. Following this trend, Wakefern established the Price Rite "mini-club," a smaller-scale warehouse concept designed as a convenient alternative to larger club stores.

These mini-clubs were conversions of former ShopRite sites with limited space and appeal. Managed by Wakefern members in Fishkill, New York; Rockaway; and Toms River, New Jersey, the Price Rite mini-clubs failed to attract sufficient shopper traffic and were all shuttered by 1994.

Price Rite stores

In 1995, Wakefern relaunched the Price Rite brand as a limited-assortment supermarket concept in West Springfield, Massachusetts. This model targeted budget-conscious consumers alongside competitors such as Aldi and Save-a-Lot.

Initial Price Rite locations did not include conventional service departments like deli or bakery sections but instead offered pre-packaged items prepared at centralized facilities to minimize expenses. More recent stores have selectively reinstated service departments depending on available space and local customer preferences.

The business model shifted over time to prioritize expanded fresh food departments compared to competitors. Newer outlets—such as the Brockton, Massachusetts store exceeding —feature larger footprints than earlier versions. Additionally, Wakefern has converted underperforming ShopRite stores into successful Price Rite supermarkets in markets including York, Pennsylvania and Wethersfield, Connecticut. The Torrington, Connecticut site reopened after nearly ten years of vacancy under the Price Rite banner.

In 2005, Wakefern collaborated with K.V.Mart Co., an independent operator based in Southern California, to launch two Price Rite stores in Azusa and Hawaiian Gardens; both locations closed in 2013 following the conclusion of this partnership.

By 2014, Wakefern expanded access to the Price Rite brand across all cooperative members. The first member-operated store opened on July 1, 2014, when Inserra Supermarkets Inc. launched a location in Garfield, New Jersey.

Price Rite Marketplace

In 2017, Price Rite underwent a rebranding initiative, adopting the name "Price Rite Marketplace" to signify the improvements made since its original debut in 1995 as a limited-selection grocery store. This rebranding effort introduced refreshed logos and updated signage. Although it continues to operate as a discount supermarket, Price Rite Marketplace provides a more extensive range of SKUs compared to rivals such as Aldi, Lidl, and Save-A-Lot.

During 2018 and 2019, in response to the aggressive expansion of Aldi and Lidl throughout the Northeast, Price Rite converted the majority of its locations to the Marketplace format. Concurrently, it shut down several underperforming stores in Woodbridge, Virginia, Vestal, New York, and Brockton, Massachusetts by 2019 amid intensifying market competition.

Price Rite Bermuda

Price Rite's international presence began in 2007 with the opening of a store in Pembroke, Bermuda, managed by The Marketplace Group Ltd. This company operates eight additional supermarkets on the island and has been a wholesale customer of Wakefern, distributing ShopRite products locally. A larger second Price Rite location was launched in Warwick in 2016.

Though functioning under a franchise arrangement and not as members of Wakefern, the Bermuda stores utilize a unique business approach emphasizing bulk and club-sized merchandise alongside categories such as toys, electronics, and soft goods. Their inventory includes Price Rite private-label products as well as Costco's Kirkland Signature and other national brands. The Bermuda outlets maintain an independent website separate from that of U.S.-based stores.

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