Grocery Outlet

Leading extreme-value grocery retailer in the U.S., differentiated by opportunistic buying and an independent operator franchise-like model

Grocery Outlet Holding Corp. is a high-growth, extreme-value grocery retailer that sells brand-name, organic, and specialty products at prices typically 40–70% below conventional retail. Founded in 1946 and headquartered in Emeryville, California, the company operates through a unique independent operator (IO) model in which local entrepreneurs run individual store locations, combining the efficiency of a national supply chain with the personalized service of a locally owned business. As of 2024, the company operates over 450 stores across more than a dozen U.S. states, primarily in the West, Mid-Atlantic, and Southeast regions. Grocery Outlet sources opportunistic inventory — including overstock, packaging changes, and surplus goods — from major consumer packaged goods brands, enabling it to offer compelling value to budget-conscious shoppers. This treasure-hunt shopping experience drives strong customer loyalty and repeat visits. The company went public on the Nasdaq in 2019 under the ticker GO and has continued expanding its store footprint aggressively. From a marketing perspective, Grocery Outlet invests in regional advertising, digital promotions, and loyalty-oriented communications to drive store traffic. Its independent operators also engage in local marketing efforts. The company is a significant advertiser in regional media markets and a notable buyer of consumer-facing media, making it relevant to media sellers, agencies, and retail media networks targeting the grocery vertical.