Ada's Captures Business With Unique Decor, Offerings

CHRISTINE BLANK

FORT MYERS, Fla. — Ada's Natural & Organic Foods Supermarket, a fast-growing natural food chain based here, has experienced an uptick in business this year, which the company attributes to its highly specialized offering.

“People who need certain types of food, such as gluten-free or non-dairy products, can't go in a regular supermarket to get them,” said co-manager Eddie Bonadies.

Sales have also increased in the restaurant, which features a Certified Organic hot buffet and gluten-free foods, at the company's new Cape Coral, Fla., store.

Ada's differentiates itself from local competitors Whole Foods Market, Wild Oats Markets, Publix Super Markets and Albertsons, with its offerings and unique decor.

At the 28,000-square-foot Ada's Natural & Organic Foods Supermarket in Fort Myers, 20-foot-high replicas of rainforest trees tower over grocery departments that include bulk foods, deli, organic produce, personal care, and a smoothie and juice bar. A 20-foot waterfall gushes down the middle of the store, and a stream runs throughout, leading to three separate ponds stocked with live fish.

The 24,000-square-foot Cape Coral store, opened earlier this year, is connected to a 10,000-square-foot, two-floor fitness center, which includes a child drop-off center. The fitness center, operated by Ada's, offers gym memberships for $29 a month.

Already, the fitness center boasts 5,000 members, and Bonadies recognizes that traffic from the fitness center benefits store sales.

“We have a captive audience. Sales increased by 20% during the week after the gym opened,” Bonadies said. Ada's employees also shop on behalf of gym members, free of charge, while they work out.

Because people may be driving less with higher gas prices, Bonadies said, they appreciate being able to do a lot of their shopping on one place.

“We have a sit-down restaurant inside the store with menu service — they can work out, and go to a clothing store inside the store. Picture a mall that is organic,” he said.

Ada's owners and managers recognize, too, that the tough economy is pinching some customers' wallets. To that end, the company is offering promotional ties to the economic stimulus tax-rebate checks: When shoppers use part of their check for an Ada's gift card, they get an extra 10% to spend loaded on that card.

“The [gift card promotion] lets them know what we are all about — and people still have to eat,” Bonadies said.

In addition, on the first weekend of every month, Ada's offers 10% off every product in its stores. And, when individuals sign up for gym memberships, they receive 10 coupons worth $12 each to use in the store during the year.

Prices have remained steady at Ada's over the past few months, which Bonadies attributed to suppliers keeping prices even. The only item Ada's raised prices on was deli sandwiches, because the vendor implemented a fuel surcharge, Bonadies said.