Amid challenging economic climates, many family-owned businesses struggle to survive. Yet, Prisco’s Family Market in Aurora has defied the odds, marking its 100th anniversary despite various economic hardships like the Great Depression, a recession, a pandemic, inflation, floods, and even a potential ‘microburst’ last summer that severely damaged the building.
Fourth-generation President Andy Guzauskas attributes their success to a simple principle: ‘We have one income stream,’ he stated. This means that the market isn’t backed by a corporate chain during tough times. People must choose to walk through their doors, and they strive to meet customer expectations to keep them returning.
A Traditional Approach
Prisco’s has embraced what distinguishes small neighborhood grocery stores from large chains: offering food crafted with traditional recipes, sourced locally, and prepared with a personal touch. This approach, as Guzauskas admits, is increasingly difficult to maintain but is integral to their store’s identity.
The origins of this family business date back to 1926, when Italian immigrant Tony Prisco began selling fruits and vegetables from a truck, eventually opening a storefront with his father, Gaetano. Over the years, the store expanded to larger locations and became a fixture in the community.
Challenges and Adaptations
Today, Andy Guzauskas faces challenges distinct from those of previous generations. It’s not enough to provide locally-sourced, healthy food. Independent grocers must convey the value of their offerings amidst a world where giant competitors have extensive advertising budgets. He acknowledges the difficulty in breaking through to consumers but is committed to trying.
Additionally, grocery stores often bear the brunt of customer frustration over rising food costs, affecting their bottom lines while competing with giants like Walmart.
A Community-Centered Approach
Prisco’s celebrates its 100th year focused on community values. The market’s kitchen, guided by Beth Guzauskas and her daughter Bridget, offers a range of fresh, homemade meals. They also extend their service through catering and delivery, a long-standing tradition predating common services like DoorDash.
To celebrate their centennial, Prisco’s partners with local businesses for special edition products and offers sales featuring items at 1926 prices. They also maintain strong community ties, providing support to food pantries, schools, churches, and local emergency services.
The store’s resilience was most tested when a violent storm last August caused major structural damage. Despite insurance obstacles and ongoing repairs, their loyal customers offered both labor and financial support, reinforcing the bond between Prisco’s and the community.
‘We are here because you want us here,’ Andy expressed, highlighting the mutual reliance and support that define their ongoing success. It is this commitment to community service and relationships that has allowed Prisco’s Family Market to thrive for a century.