Abstract
The first Heritage’s Dairy Store opened in Westville New Jersey on October 10, 1957. The chain of convenient stores is known for their quality lunchmeats, fresh coffee, and their own brand of milk and ice cream. The company wholesales candy, tobacco, and groceries from its Heritage’s Wholesale Company, which supplies more than 75% of products sold in its 33+ locations. Additionally, Heritage’s now offers customizable food options throughout the day. As the business transitions to the next generation, the leadership has noticed changes within their markets, new trends within the industry, and several marketing related challenges. Following marketing research, Heritage’s found the majority of their consumers were over the age of 50. Research also showed many respondents under 25 were unaware of the company. Additionally, many within the 20–39 age bracket who had heard of the company still did not have a clear understanding of the product offerings or overall brand. Heritage’s is faced with maintaining their current consumer base while simultaneously attracting the younger demographic. Additionally, major changes in technology, store design, marketing, and branding would come at a significant cost. Lastly, the management of Heritage’s seeks to honor their company history while looking toward the future.
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