After having shopped here several times, I feel ready to write a review, not only of the store, but of its future in this location. Let me begin by saying that I'm extraordinarily pleased to have a store of this quality in my immediate neighborhood. (I am a resident of Shaw.) The history of food stores at this location (originally one of the late, lamented, and locally owned and operated National Supermarkets) in recent year has been less than stellar. The two previous tenants were both lacking in many regards, not the least of which was an ongoing issue with cleanliness and sanitation--the store always smelled of something bad, and if it wasn't spoiled food, then it was mold and mildew from faulty refrigeration and a leaking roof. The food selection of both retailers was minimal, and one seemed to rely chiefly on liquor, tobacco and phone card sales, as well as paycheck cashing, for its principal business. Customer service wa practically nonexistent. It was the sort of place you would hit in a pinch, only if time and expedience were of the utmost importance. Now, here comes Ruler Foods. Frankly, when I saw the sign go up, I thought, oh, here's more of the same, another cut-rate retailer, another place to run for a dozen eggs or a quart of milk if I run out unexpectedly. It wasn't until a friend actually took me to the store that I noticed, for one, how much the property had been improved--the front of the store, including the sidewalk, had been rethought and much of it replaced, and the parking lot configuration had been significantly changed, much for the better. And on entering the store, mirabile dictu, the once-omnipresent smell of spoilage and mold was gone. The floor was clean (as was everything else in the store), the stock neat and well-ordered, the aisles wide and well-arranged, and the selection much better than I had ever expected. (The obvious business model here is that of Aldi, and the comparisons are inevitable, but I would rate the selection as "Aldi-plus.") The prices also grabbed my attention right away (super-cheap dairy and meats and equally low prices on lots of pantry staples), so much so that I immediately said to myself I had to come back to investigate further on my own when I had more time. And then there were the Kroger store brands (which makes up most of the stock)--I have to confess, I am old enough to remember riding in the shopping cart at our neighborhood Kroger store, which was my mom's favorite grocer, so I guess I'm more than a little nostalgic and sentimental about that logo, which hasn't changed since I was a toddler (a very long time, ha). The logo aside, I've been impressed with the quality of what I have purchased, especially given the prices. Now, all that said, here's the downside: I'm absolutely flabbergasted at the lack of promotional support Kroger gives to its Ruler Foods stores. For one, there is zero internet presence: no website (???!!!), no Facebook, no Twitter, no social media whatsoever. Moreover, I don't recall any mailings/circulars sent to neighboring homes (I live a few blocks from the store) for the store's opening, and there hasn't been anything since. (Aldi--which has a store on Grand as well--by comparison, issues a weekly circular that is sent to all residents of our neighborhood.) Kroger is a grocery behemoth, the largest grocery retailer in the U.S. There's no question it has the resources to promote these stores. I just hope that Kroger isn't relying on word of mouth alone for promotion. For one, the lackluster recent history of this location will put some people off and lead them to assume that Ruler is more of the same: a smelly, second-rate, only-in-emergencies alternative. This store should be doing gangbusters business at this location--located in the heart of Shaw and Tower Grove East, and with Compton Heights immediately to the north--they are the only food store in the immediate area, closer than either of the closest Schnuck's locations, as well as Shop and Save and Aldi. And it's as least as good as Aldi, and price-wise it beats Schnuck's and Shop and Save on many fronts. And if some folks in the 'hood, especially Baby Boomers and retirees, knew it was Kroger behind the name, that would be a huge boost as well, as Kroger had a huge following in the St. Louis market, even though they pulled out of it some 29 years ago. Just today, I spoke with an associate at the store, and I asked how things were going. (I should mention that all of the store staff are solicitous, helpful, and friendly--another huge change from what had passed for customer service with the previous retailers.) The associate said it wasn't performing as well as had been hoped (not too surprising, with almost non-existent promotion). I hope this isn't a sign of a continuing trend. This store is a good thing for this neighborhood, and this neighborhood can be a good thing for this store. Let's hope corporate has the good sense to capitalize on that synergy. read more