“I don’t know why — I just really like this store,” says Nancy Hassinger from Maplewood, perfectly capturing the sentiment as she exits the last standing Rainbow Foods in Minnesota. For many, Rainbow Foods is more than just a grocery store; it’s a nostalgic echo of a once-dominant regional chain.
Rainbow Foods, formerly the second-largest grocery chain in the Minneapolis-St. Paul metro area, has largely faded from the landscape since its parent company withdrew from the market in 2014. Today, only one Rainbow Foods location remains, a solitary beacon on White Bear Avenue in Maplewood. Its continued presence puzzles even regular shoppers.
“I really don’t know what it’s doing here,” admits Jaymeece Thompson, another Maplewood resident, while loading groceries into her car. “You can tell this is the last one. I am surprised it’s even open.”
Founded in 1983 by local entrepreneurs Sid Applebaum and D.B. Reinhart, Rainbow Foods rapidly grew to become a household name in Minnesota. Its journey took several turns, including being acquired by Fleming Foods in 1994 and later by Roundy’s in 2003. However, the tide began to turn against Rainbow as the retail landscape shifted.
The first signs of trouble emerged when Roundy’s, based in Milwaukee, decided to pull the plug on the chain. Citing the economic recession and intensifying competition, Roundy’s began to dismantle the Rainbow empire. In 2014, they swiftly sold 18 locations and sought buyers for the remaining nine.
Many of the acquired stores were rebranded under new ownership, while others faced closure. Notably, the Rainbow Foods in St. Paul’s Midway area closed its doors in September to make way for a new soccer stadium. Jerry’s Foods, another regional player, acquired and subsequently shut down the Rainbow store in Richfield in March. The Maplewood location was seemingly destined for the same fate, yet it persevered.
Located on White Bear and Gervais avenues, north of Minnesota 36, this last Rainbow Foods defies expectations. It’s consistently clean and well-maintained, both inside and out, with shelves that are reliably well-stocked. However, situated just a block away from a significantly larger Cub Foods, its survival seems even more improbable at first glance.
The sheer scale of the nearby Cub Foods dwarfs Rainbow, with approximately double the floor space. Even a quick comparison reveals the produce section at Rainbow to be roughly half the size of its competitor. Despite these apparent disadvantages, Rainbow continues to operate, and the reason lies in a surprising twist: it’s owned by Cub Foods.
Rainbow Foods now functions almost as a “Cub Light” version. The connection is undeniable – Rainbow stocks Cub Foods’ private label brand, Essentials, and even accepts Cub Rewards cards at checkout. According to a company spokesperson, Cub Foods is indeed the supplier for the Rainbow store.
Local speculation suggests that Cub Foods strategically acquired this Rainbow location to preemptively block a rival chain from establishing a presence in the area. Cub Foods faces increasing competitive pressure from Hy-Vee Supermarkets, which has recently opened stores in close proximity to several Cub locations. However, official confirmation regarding the precise motivations behind Cub Foods’ purchase of Rainbow remains elusive, as emailed inquiries to the company spokesperson went unanswered.
While Jaymeece Thompson expresses a sense of lack at the store (“They don’t have anything here,”), Nancy Hassinger passionately defends her preferred grocery destination. “This store has been here 30-some years,” she emphasizes. “They are always friendly. I hope it stays here.” The last Rainbow Foods in Minnesota stands as a testament to local loyalty and a curious anomaly in the ever-evolving retail landscape, its future as uncertain yet as resilient as the colorful arc in its name.
