Undercover at New ShopRite in Fairfield, CT

: Prices are always attractive when a new grocery store opens–but then they slowly edge up. Let’s hope Fairfield’s new ShopRite will remain a great destination for years to come. Photo: TFF

Fairfielders are genuinely happy to see ShopRite open today in the former Shaw’s space. Though we have Trader Joe’s, Stop & Shop, and for those willing to pay the price—we have a new Whole Foods—in Fairfield, what a relief to have ShopRite (whose parent company also owns TFF favorite PriceRite in Bridgeport) in the neighborhood.

Yes, there was a minor crowd of 100 or so anxious shoppers and press at 9:00 a.m.to witness the ribbon cutting and speeches by town and store officials. Yes, there was minor trampling when the doors opened (shoppers rammed carts into my backside and stepped on my sandaled feet numerous times! Folks–it’s only a grocery store for heaven’s sake!). No, there were no giveaways or free coffee (much to my surprise) so you didn’t miss much if you weren’t there.

In a whirlwind walk-through, TFF managed to get some decent deals (grapes .99 cents a pound, frozen ravioli for $1.33 a bag), snagged a few coupons that were being handed out (though I asked for a dozen, the store associate gave me only three), surveyed some prices (some good, some not), and asked about coupon policies which stumped a couple of associates. All in all, it seems like a decent place, utilitarian, and clean (if you want atmosphere and chic design, head to Whole Foods).

The courtesy desk associate said that sometimes there will be triple coupon vouchers in the store flyers—nice perk, but let’s see how often they show up.

: Watch for tricky price signage at ShopRite. You can easily confuse the price of an item with what you’re “saving.” The cost of the toothpaste here is not .80 cents or $1.00 as the signage above may have you believe if you’re walking down the aisles in a hurry.

One word of warning – the price signage under products can be misleading (see above). The signage emphasizes what you save, not what the actual item costs, which can throw most shoppers for a loop especially when in a rush.

TFF will continue reporting on any good deals at the new ShopRite!