MARLBORO — The Asian Food Markets chain is celebrating its 20th anniversary with the opening of a new store at 79 S. Main St. (Route 79) in Marlboro. The grand opening is set for Jan. 7. The store opened its doors Dec. 31.
At the same time, the company is aiming to grow its customer base beyond those who once called Asia home.
The family business, founded in 1992, also has full-service supermarkets in North Plainfield, Middletown, Plainsboro, Cherry Hill, Piscataway and Staten Island, N.Y., according to a press release.
The chain is known for its wide selection of fresh fruit, fresh vegetables, fresh meat, fresh poultry, fresh baked goods and Asian specialty products from many regions of China, Taiwan, the Philippines, Japan, Korea, Southeast Asia and India. The stores also offer authentic fresh, hot Chinese dishes, ready for takeout.
“For years, shoppers from the Marlboro area have been coming to our store in Piscataway and before that in Edison,” said Anthony Chan, chief financial officer of Asian Food Markets. “And they had one question: ‘When are you coming to our neighborhood?’ ”
The new market has taken over space formerly occupied by an Acme supermarket on Route 79 at Ryan Road.
“It’s a perfect site,” Chan said. “It’s near routes 9 and 18. The Asian community is well established and the general community is one that seems to like to try new foods. And Marlboro Township has been very welcoming. They can’t wait to have a new supermarket in a storefront that has been vacant for so long.”
According to the press release, the store will celebrate with a traditional lunar New Year lion dance and dragon dance, plus an Asian food show with about two dozen tables offering food samples.
The store will be open Sunday through Thursday from 9 a.m. to 8 p.m., and Friday and Saturday from 9 a.m. to 8:30 p.m.
“This is the right move in these tough economic times,” Chan said. Even though the Asian supermarket category is getting crowded in central New Jersey, “we have differentiated ourselves. Our customers tell us our customer service ranks No. 1. And they like us for our quality merchandise and our selection. Price is also important. Our prices can stretch your dollar, but customer service is so important. We know what our customers want and we provide it.
“Instead of being regarded as a supermarket forAsian people, we want to be considered a supermarket for everyone that specializes in fresh, quality products of all kinds, including specialty items from all over Asia,” Chan said. “Shopping with us can be a culinary adventure.”