Whole Foods Lit a Fire Under Fairway!

This is a tale about the primarily residential section of Manhattan known as the Upper East Side but it could easily be about any upscale urban residential neighborhood.

Years ago, long before Trader Joes and Whole Foods, there was a wonderful specialty food store in Manhattan called Fairway. It was a large store, with plenty of produce, as well as fresh meats, fish, cheeses, coffees, bakery and lots of prepared foods. The prices were extremely reasonable with ocassional bargain pricing, especially in the produce department. As its popularity grew and it expanded the number of stores, Fairway, though still a very good market, was no longer discounted in any respect. The Fairway on the Upper East Side had joined the ranks of upscale New York City markets with upscale pricing. It no longer needed sales, bargains or loss leaders. It was above competition!

It was not until this specialty food store opened on the Upper East Side: 

Down the block from:

That Fairway finally opened it’s eyes and responded to competition and did this: