Robert Fresh Markets, the New Orleans-based supermarket chain that earlier this year announced plans to buy two Matherne’s supermarkets in Baton Rouge on Highland Road and Bluebonnet Boulevard, has decided not to buy the store at 7580 Bluebonnet Blvd. after all. The sale of the store at 7355 Highland Road in Kenilworth was completed, as planned, in late February.
Robert’s General Manager Marc Robert III, who announced the planned acquisitions in January, will say only that his family “was not able to reach favorable lease terms with the landlord” of the Bluebonnet property. He declines to elaborate further.
Equity One, an out-of-state, publicly traded company, owns the shopping center in which the 33,382-square foot supermarket is located.
Matherne’s owner Ernie Matherne is disappointed the deal fell through. He says the sale of the two stores was not a packaged deal per se. But he says he had a verbal agreement with Robert’s owner Marc Robert II to sell both stores, not just the higher performing location at 7355 Highland Road in Kenilworth.
“He gave me his word he was buying the store and then backed out,” Matherne says.
What made the turn of events particularly problematic for Matherne’s is that the Bluebonnet store had already started liquidating certain inventory in preparation for the acquisition. Sales had fallen off accordingly.
Over the past month, Matherne has worked hard to rebuild the business and is trying to spread the word that the Bluebonnet store is not changing hands. In a recorded hold message on the supermarket’s phone system, Matherne says, “You may have heard the store is going to become something else. Well, I’m here to tell you it’s not.” He says his family is recommitted to the location and eager to make it work.
“While we were initially disappointed, maybe it’s a blessing,” Matherne says. “We’ve heard from many of our old customers that they were sad to see us sell. We are excited to see those customers remain shopping here at Bluebonnet.”
Robert Fresh Market, meanwhile, is moving forward with plans to renovate its new store at Highland Road, which is now sporting temporary Robert’s signage. Superficial renovations to the store are complete, and a thorough overhaul that will take between three and six months is slated to begin later this year, according to Robert’s marketing manager Marcelle Connick, who says the Kenilworth area is ideal for the chain’s first Baton Rouge location.
“This neighborhood is a great fit for our brand,” Connick says. “There are a lot of businesses—and we do a lot of lunch business—and there are a lot of young families who are excited about our offerings.”
The local supermarket market has become increasingly competitive in recent years, with the entry of both discount players like Costco and high end, specialty chains like Whole Foods, Fresh Market and Trader Joe’s. Additionally, Louisiana-based Rouses, LeBlanc’s and, now, Robert Fresh Markets have all entered the Baton Rouge market in the past two years, joining chains like Walmart, Target, Albertson’s and Winn Dixie, as well as several well-established, locally owned independent operators.
—Stephanie Riegel
