Marlboro has a vibrant new addition to its community, perfect for food enthusiasts and those seeking a taste of Asia. Asian Food Market, a well-established chain celebrating its 20th anniversary, has opened its doors at 79 South Main St. (Route 79). While the grand opening festivities are planned for Saturday, January 7th, eager shoppers were welcomed starting December 31st. This seventh location signals the chain’s continued growth and commitment to bringing diverse and high-quality Asian groceries to a wider audience, beyond just those familiar with Asian cuisine.
For two decades, Asian Food Markets has been a go-to destination for authentic Asian ingredients and ready-to-eat meals. With existing supermarkets in North Plainfield, Middletown, Plainsboro, Cherry Hill, Staten Island, and Piscataway, the Marlboro store extends their reach into a highly anticipated location. Known for its extensive selection, Asian Food Markets prides itself on offering fresh produce, including fruits and vegetables, alongside premium meats, poultry, baked goods, and unique specialty products. These items span a wide range of Asian culinary traditions, representing China, Taiwan, the Philippines, Japan, Korea, Southeast Asia, and India. Customers also appreciate the convenience of authentic, freshly prepared hot Chinese dishes available for takeout, perfect for a quick and flavorful meal.
Anthony Chan, Chief Financial Officer of Asian Food Markets (AsianFoodMarkets.com), highlighted the demand for a Marlboro location. “For years, shoppers from the Marlboro area have been loyal customers at our Piscataway store, and even before that, our Edison location,” Chan explained. “We consistently heard the question, ‘When are you going to open a store in our neighborhood?’” This persistent customer demand fueled a seven-year search for the ideal site near the Route 9 corridor. Finally, approximately 14 months prior to opening, Asian Food Markets secured a lease for a portion of the former Acme supermarket on Route 79, which had been vacant since 2006.
Chan expressed enthusiasm about the new location, stating, “It’s a perfect site. Its proximity to Routes 9 and 18 is ideal. Marlboro boasts a well-established Asian community, and the broader community demonstrates an eagerness to explore new culinary experiences. Furthermore, Marlboro Township has been incredibly supportive, eagerly anticipating the revitalization of a long-vacant storefront with a new supermarket.”
The grand opening celebration promises to be a vibrant cultural event, featuring traditional Lunar New Year lion and dragon dances. Adding to the festive atmosphere, an Asian food show will showcase approximately two dozen tables offering a diverse array of food samples, allowing visitors to taste and discover new flavors. The Chan family will be at the forefront of the celebration, alongside the new store manager, Lucy Chang. Lucy Chang, a dedicated long-term employee and former manager of the Piscataway store, brings her experience and expertise to the Marlboro location. Her previous role in Piscataway has been taken over by Ping Tang, the former assistant manager, ensuring continued smooth operations at that established store.
One of the hallmarks of Asian Food Markets is their commitment to freshness, particularly in their seafood selection. Unlike many supermarkets where seafood is often defrosted after being frozen, Asian Food Markets emphasizes truly fresh seafood, with a significant portion kept alive in tanks until purchase. The majority of their remaining seafood is guaranteed fresh and never frozen. This dedication to quality extends to their in-store bakery, where many specialty Asian baked goods are made fresh daily, filling the aisles with enticing aromas.
While specialty supermarkets are often smaller, family-run operations, the Asian Food Market Marlboro store boasts a spacious 25,000 square feet, allowing for an extensive product range and comfortable shopping experience. The store’s operating hours are Sunday through Thursday, 9 a.m. to 8 p.m., and Friday and Saturday, 9 a.m. to 8:30 p.m., accommodating a variety of shopping schedules. The impressive sales figures from the Piscataway store provide a glimpse into the anticipated success of the Marlboro location. In a single week, the Piscataway store sells remarkable quantities of fresh produce and staples, including 8,000 pounds of fresh fish, 18,000 pounds of rice (encompassing jasmine, short grain, long grain, sweet rice, brown rice, and basmati varieties), 16,000 pounds of fresh vegetables, 13,000 pounds of fresh fruit, and 7,000 fresh baked Asian buns.
Despite current economic challenges and increased competition in the Asian supermarket sector within central New Jersey, Asian Food Markets is confidently expanding. Anthony Chan believes this expansion is strategically sound, both for the company and its growing customer base. “This expansion is the right move, even in these tough economic times,” Chan stated. He emphasizes the factors that differentiate Asian Food Markets from competitors: “Our customers consistently tell us our customer service is exceptional. They value our high-quality merchandise and extensive selection. While price is important and we strive to offer competitive prices, customer service remains paramount. We understand our customers’ needs and are dedicated to meeting them.”
Asian Food Markets is actively seeking to broaden its appeal beyond its core Asian customer base. “For two decades, our stores have been a comforting place for many of our customers, providing a sense of home,” Chan reflected. “We stock products they grew up with – items often unavailable in conventional supermarket chains. Furthermore, we often have staff who speak their language, creating a welcoming and familiar environment. As immigrant families become more integrated, we remain their essential culinary link to their heritage.”
However, the vision extends further. “Now, we aim to attract a wider market,” Chan explained. “We are confident in the superior quality and diverse selection of our products. We want to encourage all shoppers, regardless of ethnicity, to make Asian Food Market a regular destination for fresh, high-quality groceries. By doing so, we hope to introduce them to the exciting world of Asian specialty products.” Chan aims to reshape the perception of Asian Food Markets. “Instead of being solely seen as a supermarket for Asian people, we aspire to be recognized as a supermarket for everyone, specializing in fresh, quality products of all kinds, including unique specialty items from across Asia,” Chan concluded. “Shopping with us is an opportunity for a culinary adventure.”
