Market Basket’s History in Lowell, MA
In October 2020, Market Basket is excited to open a fourth store in Lowell, MA, our hometown where it all started. From humble beginnings, our family business grew into a lively community across New England today. We are proud of our roots and grateful for the support that enabled us to open our 83rd store. This is our story.
1917 – Our First Lowell Store
In 1917, Athanasios and Efrosini Demoulas opened a small food store in an ethnically-diverse part of Lowell, MA affectionately known as “Acre-Acropolis”. It was located on 130 Dummer Street, next to “Peter’s Hat Hospital”. Before we were known as DeMoulas or Market Basket, this humble grocerette specialized in selling lamb, pork, and sausage.
The 1920’s – Humble Beginnings
In the 1920’s the grocerette became the single “DeMoulas” store that served the Greek, French and Irish immigrant community in downtown Lowell.
The 1930’s to 1940’s – Helping Hands
The DeMoulas grocerette operated throughout the Great Depression, and overcame the challenges of the time. Telemachus “T.A.” Demoulas (son of Athanasios and Efrosini) left high school during his sophomore year to help the family business succeed. His brother, George, joined the business in the 1940’s.
Helping our neighbors has always been at the heart of our business. Knowing that the Great Depression affected many families financially, DeMoulas decided to allow customers to purchase groceries on credit.
1950’s – A Dream Come True
March 1950
DeMoulas grocerette became a superette and was relocated to 80 Dummer Street, where it remained in The Acre section of Lowell. This was a momentous occasion for the business, and the store was considered the state-of-the-art for its time, moving to self-serve grocery shopping.
We celebrated with a 3-day gala opening, and held a raffle to give away a free television — perfect for watching Westerns and Ed R. Murrow broadcast the news!
We don’t mean to brag, but we think we are still the talk of the town.
Lowell’s first baby of 1953 was a lucky one! DeMoulas Superette was one of the businesses that contributed a prize to this fun contest by The Lowell Sun.
In the early 50’s, we didn’t have a slogan or a weekly flyer yet, but that didn’t stop us from telling everyone about our great deals. Let’s say our newspaper ads walked so that our social media posts could run — 70 years later!
1954 – “More For Your Dollar”
Our famous “More For Your Dollar” slogan was coined in 1954, the same year that DeMoulas was expanded into a super market. The store developed a reputation for quality food at affordable prices. “More For Your Dollar” became part of our culture and tradition ever since!
1957 – Our Second Lowell Store
Telemachus “T.A” and George Demoulas opened the second DeMoulas Super Market on Bridge Street in Lowell. This store was larger and offered a wide variety of groceries, meats, produce, and delicatessen. Our newspaper mascot “Smiley”, The Grocery Boy advocated for our good reputation on quality food at a low price, sagely pointing out that, “Mother knows best! She shops here.”
Pictured: George Demoulas (second from the left) and “T.A.” Demoulas (third from the right) at the opening of the second DeMoulas Super Market, located on Bridge Street.
It was cool to shop at DeMoulas Super Market in the 50’s. What can we say? Our customers’ comfort has always been a priority!
1960’s – Finding Success Together
In 1963, Telemachus “T.A.” Demoulas established the DeMoulas Profit Sharing plan, which was so successful that it is still in effect today. Our stores created jobs, which livened up the local community and offered great benefits through the profit sharing plan.
Here’s a rare look at our store interior in December 1960. We are still the spot to visit for holiday essentials today!
1975 – Market Basket is Born
By 1975, DeMoulas Super Markets was a successful grocery chain in New England, and opened its 17th store, labeled Store #31. It was our second store in Salem, New Hampshire and marked a very special change. Instead of a “DeMoulas”, this store was named “Market Basket”. Thus, the first Market Basket store was opened, and this would become the banner of all of the stores today.
1976 – Our Third Lowell Store
Our third Lowell store opened at the corner of Wood and Middlesex Streets, in a former competitor First National store.
1980’s – We Still Believe
Compare our grocery aisle in the 1980’s vs 2020. Some things have changed, but the iconic tile floor has been a fixture since the 60’s. Oh, and you can still hear Don’t Stop Believin’ by Journey playing overhead from time to time.
1997 – First Lowell Store Moves Down the Street
In 1997, we celebrated our 80th year in business with a new store in same neighborhood as Store #1 — The Acre in Lowell, MA. This DeMoulas Market Basket was located at the corner of Fletcher and Broadway Streets, just down the street from our Dummer Street location. The Dummer Street store was then demolished and a park secured its place in Lowell history.
October 2020 – Our Fourth Lowell Store
Throughout the decades, the support of our loyal customers allowed us to expand across New England, but there is no place like home. In our 103rd year in operation, we come full circle with a fourth store in Lowell, MA. The Market Basket team looks forward to continuing the tradition of “More For Your Dollar” shopping in the place where it all started. Visit Market Basket at the Boulevard on October 9th, 2020! Get directions here.
Special thanks to UMass Lowell and The Lowell Sun for historical photos and primary sources.