I Heart Publix

I’ve heard it time and again from friends and family who move away:  “I miss Publix!” The lament of the new and not-so-new transplants hit my ears twice within the same week recently.  When my NY-based sister was visiting our hometown of Miami, she made the point she HAD to go to Publix and get their grocery totes.  She hasn’t lived in Florida for over 20 years.  “I just miss Publix,” she told me.  Same goes for my Florida-raised/DC-based niece who requested a shipment of the newest tote designs by the Lakeland-headquartered grocery chain.  “It’s what I grew up with.  I miss my Publix… and they have the BEST Cuban bread,” she said.    

Ok, two separate generations, two separate states, one common love of a grocery store.  Mind you, both Northern Virginia and upstate NY are home to the fabulous Wegman’s chain.  I mean, it’s not that either is deprived of a great grocery store. They just miss their grocery store.

What is it about Publix that instills such fervent loyalty?  Sure, it’s the clean, well-stocked aisles, friendly customer service and the quality of their brand products. But there is such a strong, almost visceral loyalty about the place that goes much deeper.

My logical/marketing side says “Publix just does it right.”  They have great brand consistency and they follow through on the promise.”  Not surprising, Consumer Report ranks Publix, Wegman’s and Trader Joe’s as the top grocery chains among consumers based on cleanliness, perishables and service.

My emotional side says “It’s all of the above plus nostalgia – or emotion. Publix was the first job for me, my three siblings and a zillion other kids.  And boy, it was a great first job.   Grocery shopping is also that timeless ritual we experienced with our moms every Saturday (remember the free bakery cookies or the friendly lady at the deli counter?)   Delivering on the promise and a strong emotional connection – Isn’t that what all brands hope for?