Larson’s Piggly Wiggly Will Change To Cash Savers

By David Howell

Editor

WATER VALLEY – After carrying the Piggly Wiggly banner for over 25 years the Larson family’s grocery store on Main Street will switch to Cash Savers on Wednesday, Jan. 31. The store will close for two days next week, Jan. 29 and 30, as the grocery crew takes on the mammoth task for the conversion that includes changing the prices for every item in the store

As the newest addition to the Cash Saver franchise, the grocery store will utilize a cost-plus pricing strategy where customers will pay what the store paid for the item plus a 10 percent markup at checkout.

 “We believe this is a better opportunity for us and for the community,” Don Larson explained in an interview last week with the Herald.  Accompanying Don were his brother, Keith Larson, and cousin, Mark Larson. The three men, third generation grocers, jointly operate Larson’s Cash Saver in Oxford in addition to the Water Valley Store.

 The advantage, according to the owners, is that consumers will pay less for groceries, which in turn will increase the volume of products sold at the store.  They also cited increased efficiency including bulk buying to compensate for the reduced markup on groceries and all other goods sold in the store including deli items.

 

“We learned in Oxford pretty quick,” Don explained about a similar transition for their Oxford store five years ago to become one of the first Cash Saver stores in Mississippi.  “We have to run efficient.”

 

“All of the venders, when we first did it in Oxford, looked at us like we were crazy. After the first month, they really helped us because they saw what it says on the invoice and what we are selling it for was the same. They really got on board and helped us push it,” Don explained.

 

The new pricing strategy will not change the inventory, including the quality brand names offered, and will actually expand the number of products in the store.

 

“We have probably already added 300 or 400 new items and will probably add that many more,” Don reported about the switch that has been in the works almost a year.  

 

“With this concept, cost plus 10 percent, we found we could sell stuff in Oxford we never could before. We plan to do that here too. Particularly in perishables, fresh meat, fresh produce, the plan is to really put an emphasis on those departments,” Mark noted.

 

And another advantage is to periodically offer great deals on non-grocery items with the same cost-plus pricing strategy.

 

“In Oxford we also discovered we just didn’t have to just sell groceries, we could move some things that some of the mass merchandisers were moving and we could sell it a whole lot cheaper,” Mark said.

 

The items could be a truckload of box fans, folding chairs, crockpots or even train sets for Christmas.

“The community up there has really taken to it,” Keith added. “And our customers here will notice the savings in a hurry.”

 

“When you start looking at the whole store, it shows up pretty quick,” Don said about the savings.

 Grocery Business Spans 69 Years and Three Generations

The family has a storied history in the grocery history in Water Valley, dating back to 1948 when James E. Larson opened a store on Main Street.

“He worked on the railroad too,” Keith recalled.

 

“Our grandmother worked in the store while he was one the railroad, and he would go to work when he would get off the railroad,” Don added about the early history of the family business.

 

Second generation grocers James and Bill Larson continued the family business. Bill’s connection with the family operation started in college while James, who worked there during high school and college, returned to the business in 1965 after an absence of several years. The brothers moved the business from Main Street to Blackmur Drive in 1965 and started operating as Larson’s Big Star.

 

In 1979 the brothers moved the business to the current location at 323 South Main Street. James passed away in 2016 but both men remained active in the stores in their latter years. Bill still comes in and checks on things.

“Our daddies, James and Bill, they planted seeds and they held it for a long time. They taught us there is one way to do things we we strive to do that, like James would have wanted, and Bill is still here,” Mark explains.

“Bill is still very hands-on, he is the fix-it guy,” Keith added.

 

During the decades the strong customer relationships have been a big part of their success, and in more ways than just shopping.

 Don, an 18-month cancer survivor, noted the strong support he received while he was undergoing treatment.

 

“The only way I knew how to deal with it was to grind it out every day. There were a lot of days when I wasn’t sure I wanted to come to work. But every day I came in the store somebody asked me how I was doing or would tell me I was on their prayer list,” Don explains.

“I got cards and phone calls, I am not sure I could have done it without seeing those people every day. Without my customers and friends, my family and God, I don’t know if I could have found the strength to get through it. I owe this town a bunch, I owe this community a bunch,” he added.