Grocery Outlet: Hot Spot for Deals, Community

With a simple notepad and pencil Cheri Weir tallies up her customer’s totals in the checkout line of at a Grocery Outlet in Modesto. Weir, who today runs the Rohnert Park branch, started out in 1985 as a cashier in the agricultural town located in the heart of the San Joaquin Valley.

After years of hard work and falling in love, Weir married into the business and earned another position in 1997 as an owner of the Grocery Outlet store in Merced where she worked until 2006, when she divorced.

Since July 2007, 26 years later, Weir, 50, has found herself rooted in Rohnert Park. Here, in addition to running a business, she's made it a mission to help the city through community service. Weir has donated money, goods and service to local nonprofits including , Chili 'n' Wheels and .

“Part of what Grocery Outlet is about giving back to a community that’s giving back to you as well," Weir says. 

Last month, in recognition of Independence from Hunger Month, Weir and her team at Rohnert Park Grocery Outlet joined Redwood Empire Food Bank and NOAH to help raise cash or food donations for the organization, which operates out of the former Mountain Shadows Middle School.

Donating directly to NOAH helps keep the donations straight into the community’s hands, Weir says.  

Working as an independent business owner has opened many doors for Weir to give back.

“I have the advantage to do all of these events, where the big boys can’t,” she said, such as the turkey bowl.

“It’s all about having some fun, and being able to give back to your customers,” Weir said.

Last year’s turkey bowl — a sort of outdoor bowling party with turkeys, helped raise 3,000 pounds of canned goods for NOAH.

There's also barbeques and classic car shows sponsored by Weir and her team that attracted swarms of residents. Due to recent changes in licensing fees for small businesses, however, Weir can no longer afford to bring the party outside.

While many customers are distressed about the change, Weir has not given up helping. The store still hosts craft days for children, and holds regular contests for customers to win prizes such as gas cards or cash winnings on the amount of money saved from their receipt.

Weir has also donated to local sports teams and organizations, such as Sober Grad Night and Habitat for Humanity.

“Cheri and the entire Grocery Outlet team embrace what I love about our "friendly city," and serves to remind us all, that in spite of tough times, people care," said Diane Broadhead, the executive director for Rebuilding Together. "It's the generous spirit of giving, and bringing the community together to fill a need; neighbors helping neighbors is alive and well."

Grocery Outlet is a family affair for Weir too. Her two sons, Ryan and Steven, are both involved in the business.

Her oldest son Ryan, 29, started as head manager since the opening of the store and this month has left and ventured into the corporate arena of Grocery Outlet. Weir’s younger son Steven, 27, works with his wife Ashley in the Varicella chain, while her step-son owns the Citru Heights location.

Grocery Outlet, in itself, according to Weir, is like a family within a family. Other operators are there for each other at a moment’s notice.

Ryan, who grew up with the chain has the goal of one day owning his own store, as well. He originally started as a cashier and worked his way up to manager. Cheri and her son Ryan agree that what makes Grocery Outlet so unique is the inherent belief that with hard work and effort, employees have the opportunity to grow.

Francisco "Paco", 32, has worked for Grocery Outlet for 10 years. He's been the store manager in the Rohnert Park location for four years, since it opened.  

“Working with Cheri is overall 100 percent better than any other stores I worked for," Paco says. 

“I feel more confident and willing that I want to be in her shoes," he added. "She brought my motivation back in the business. I’m amazed how she teaches.”

As a single-woman operator, — one of less than five operators in the Grocery Outlet chain — Weir has had to be very proficient and strong. Stereotypes in a male-dominated arena have been a challenge for her, she says, but Weir’s proven to rise to the occasion.

In addition, Weir’s work in the community this year earned her an award this year from the Independent Business Leaders of Rohnert Park.

"It was such an honor," Weir says.

Employees at the Rohnert Park store, which has between 25 and 30 employees, are constantly on the hunt for bargains — the staple concept of the chain. 

Grocery Outlet purchases items from a variety of buyers, always looking for specials. Simple snags, such as a change in packaging, the end of a promotion or a surplus, allow the store to pick up the same quality items for a cheaper price, which gives customers the advantage of also securing a good deal.

The inventory constantly changes, adding new items regularly; it makes the shopping experience fun you never know what new deal is around the aisle.

Weir encourages people to “shop here first."

"We may not have everything you are looking for, but we probably have the majority of it."