Photo: @merrillshea2025
CAMBRIDGE, Mass (WBZ NewsRadio) — Concord Market expanded its operations to reach college students.
The locally owned grocery store opened its first college location in MIT’s Student Center after years of attracting customers to its Concord spot.
“We have an opportunity now to do the reverse,” Concord Market owner Elizabeth Akehurst-Moore said. “We'll see how that plays out.”
Akehurst-Moore mentioned that this location is catering to a different customer base for them, but they’re excited to take on something new.
“You know, it's been a month and we're still figuring it out that's what's exciting about this and as we try to figure out how the model will work here and then potentially other universities,” she said. “We're into the creativity and the fun of this; it's a different demographic that we reach now but totally in line with what we do.”
Part of this demographic shift has put the pricing of their products into question, but Akehurst-Moore made it clear that thy were aware of this concern.
“Of course, we've heard from students that they’re price sensitive," she said. We don't believe that being price sensitive means that it has to be a convenience store that carries only commodity products.”
Many students at MIT have echoed that the prices are bit high, but the convenience and quality of the products seem to make up for it for them.
"It's a little overpriced, but I'd say that the convenience is worth it being slightly more expensive," Christine said.
"I think they are probably a bit more expensive, but I think it's honestly the same or maybe a bit cheaper than Whole Foods or the other markets around the area and there's a lot of options, so I like it," Hara said.
"I thought it was good, there's a lot of food available and it's very convenient, sometimes a little expensive, which is the one issue I guess," Ki said.
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Culinary Director Steve Collins said how their locally owned status allows for them to stock the store with what the students/customers a really looking for.
“That’s the best part about Concord Market is we're not like a Stop & Shop or Whole Foods or anything like that,” Collins said. “We can always change and adapt and do a pretty quick turnaround time for what everyone wants.”
Director of Retail Operations Faith Chesbrough emphasized this point, including the fact that being on campus allows the market to see and hear in real time what most of their customers are gravitating towards so that they can focus on those products.
“I have seen students make charcuterie boards in the lobby with our tin fish, our specialty crackers and our gourmet cheese,” Chesbrough said.
Along with MIT students, Concord Market at MIT is open to the greater Cambridge community, further expanding their customer base to a whole new set of people.
WBZ NewsRadio’s Emma Friedman (@EmmaFriedmanWBZ) reports.