The Piggly Wiggly Way: A Memphis Story

In "The Piggly Wiggly Way: A Memphis Story, "Gravy reporter Mackenzie Martin visits the Pink Palace Museum in Memphis to understand how Piggly Wiggly changed grocery shopping forever. Meal kits. Instacart. Door Dash. At the turn of the 20th century, we didn’t have all of these options. You mostly showed up at a counter and told a clerk what you wanted, and they’d gather all the necessary items and package them up for you. And there wasn’t much in the way of competing brands, either. Then everything started to change in a big way 110 years ago this year, when the most influential self-service grocery store opened in Memphis, Tennessee. Founder Clarence Saunders called it “The Piggly Wiggly Self-Serving System,” and he had several patents for everything: the layout, the price tag system, and even the way he incorporated refrigeration. “You could go in and do your own shopping, and all you needed was one stocker and one clerk,” says Steve Masler, the former curator of exhibits at the Pink Palace Museum. It’s unknown why Saunders named the chain what he did, but the mystery intrigued people. In September 1916, he ran one of the first of many bizarre newspaper ads to announce its opening: “The Piggly Wiggly will establish a new fashion,” it read. “Don’t come, though, unless you mean business and want to buy something.” The idea of choosing your own items at a grocery store seems commonplace now, but it was revolutionary at the time. Suddenly, after years of going to a general store and handing a list to a friendly clerk, customers were expected to wander the aisles on their own and carry items in a wooden shopping basket. Historian Lisa C. Tolbert, author of Beyond Piggly Wiggly: Inventing the American Self-Service Store, says one of the most radical things about the design of Piggly Wiggly is that the traffic only went one direction. That forced customers to walk by and inspect every product in the store, which increased spontaneous purchases and overall sales. “It’s like a vending machine you’re walking through,” she says. In 1922, less than a decade after the opening of the first store, there were 1,200 Piggly Wiggly stores in the United States. Then more grocery store chains followed Piggly Wiggly’s lead and adopted self service models of their own, and Piggly Wiggly transitioned to the more traditional supermarket model we’re all familiar with.  Today, there are just under 500 Piggly Wigglys in the U.S. They are in 17 states, partially in the Midwest, but overwhelmingly in the South. It’s an outlier in the grocery store industry in the sense that it’s managed by individual franchisees across the country and perceived as more local than other nationally known grocery store chains. It’s the kind of place where baggers often carry groceries to customers’ cars, and you can get a soda for 50 cents. “It’s the Piggly Wiggly Way,” said one employee. Learn more about your ad choices. Visit megaphone.fm/adchoices