Mariano’s ready in Vernon Hills

Offerings from grilled-to-order meat and fresh seafood to a 1,200-item wine wall are expected to grab the attention of shoppers at Lake County’s newest grocery store.

But those versed in supermarket nostalgia will also recognize an old practice.

Employees at the Mariano’s Fresh Market, scheduled to open at 6 a.m. Tuesday at 1720 N. Milwaukee Ave. in Vernon Hills, will be on duty in black pants, white shirts and black ties — a throwback to Bob Mariano’s early days with the Dominick’s chain.

“When I started at Dominick’s this is what we wore. All I had were white shirts,” said Mariano, CEO of Roundy’s Supermarkets Inc., the Milwaukee-based parent that is expanding its new store line in Illinois.

The hope is that customers can identify with the store uniform, he said during a tour of the new store Thursday.

“People really want to know who they can talk to,” he said.

For the first few weeks of the Vernon Hills store’s opening, that could just as well be Mariano, who will be patrolling the aisles to hear what customers have to say.

The irony is that Mariano, who became Dominick’s chief executive, was the innovator of the fresh store concept for that chain, which emphasized an expanded produce section and prepared foods. The Vernon Hills store, not too far from his new namesake venture, was the first to offer it in 1995.

Now Dominick’s stands to be among several competitors bracing for the impact of the new arrival.

“The other grocers are really paying attention to what Bob Mariano is doing,” said John C. Melaniphy III, business and development coordinator for Arlington Heights, where the first Mariano’s opened last July.

At Thanksgiving, police there had to control traffic because of the crowds, and the store continues to exceed sales expectations, Melaniphy added.

“They have done just a tremendous job and really captivated the consumer, not only Arlington Heights residents but through the region,” he said of Mariano’s.

Two more Mariano’s are scheduled to open in Chicago this year and in Palatine early next year. About a dozen stores are planned over the next three years.

As a private consultant several years ago, Melaniphy recommended Roundy’s to Vernon Hills for the developing commercial area at Milwaukee Avenue and Gregg’s Parkway.

Melaniphy said that at $32 million annually, Vernon Hills was low in terms of grocery sales.

“They were exporting sales in that category to other communities,” he said.

The $6 million Vernon Hills store was made possible in part because of a village sales tax rebate amounting to about $1.5 million over 15 years to Bradford Real Estate, the developer of the Shoppes of Gregg’s Landing. The agreement is based on estimated annual sales of $25 million.

According to Melaniphy, Mariano is attempting to blend the successful attributes of traditional and specialty chains, exploit their weaknesses and pinpoint services customers like but aren’t available at other stores.

The array of choices at the new Mariano’s includes 550 beer selections, two dozen types of tomatoes, 5,000 store brands and 100 types of tea, according to the company. The store also will partner with local restaurants for offerings such as New York-style bagels from Kaufman’s deli in Skokie.

“We try to bring that authenticity,” Mariano said.

But it is the atmosphere, attention to detail and customer service Mariano hopes will set the store apart. The staff of 400 includes a piano player and certified dietitian, for example.

In the early going, a decision was made to replace a straight line section of the store with a two-story, glass atrium/cafe featuring live tropical plants as an indoor space where shoppers can relax.

“It warms people up,” Mariano said. “We’re all about the experience.”

The atrium is flanked by a homemade gelato bar with ingredients imported from Italy and a sushi bar Mariano described as restaurant quality.

Interior lighting is adjusted according to the level of daylight and earth tone colors dominate the decor.

“It’s not ostentatious,” Mariano said. “Everything is designed with the notion of being comfortable. It feels good when you’re here.”

But not everyone is excited.

“We’ve discussed the opening with the economic development commission and the marketing committee. They’ll provide some competition to Jewel-Osco and Sunset Foods,” said Heather Rowe, Libertyville’s economic development coordinator.

Those two grocery stores are among Libertyville’s top 20 sales tax generators, she said. Sales tax revenue, which is used for basic services, has been declining in the village for several years.

“It’s not just a nicety, it’s a necessity,” she said.

The village plans to push its “Shop Libertyville” campaign and get the word out to “shop local” through its website and other means.

“We’re hoping people will recognize the great service and shopping experience they offer at those stores even with the addition” of Mariano’s, Rowe said.

Jewel is the closest competitor, just north on Milwaukee Avenue. The chain’s policy is not to comment on the activity of other stores, according to spokeswoman Karen May.

“It’s a competitive marketplace,” she said.

Ready: New store has 5,000 store brands and 400 employees