Tony Orlando, owner of Tony O’s Supermarket & Catering in North Kingsville, Ohio, turned damage from a fire into an opportunity for renewal, all while navigating the challenges facing independent grocers.
In 2023, a blaze at a neighboring business forced Tony O’s to close for three and a half months due to smoke damage.
“It was a disaster,” Orlando recalled. “But I had good insurance, and my people got paid. But this was the time to make it a new store.”
The fire prompted a significant renovation, a project Orlando saw as a legacy for his son, Stephen, who will take over the business later this year.
“I told my son, we got the money. I’m willing to fix it up so you’ll have a nice place,” he said.
Orlando also noted the financial strain of the closure. “I had to throw in my own money to keep paying the bills, because insurance companies like to hold on to their money, right?”
With nearly 64 years of experience in the grocery industry, Orlando is a vocal advocate for independent grocers.
“I’ve seen a lot of good, but I haven’t seen much good now because … no one’s looking out for the independents.”
Orlando noted that independents “can’t get a good price on big-ticket items” due to unfair pricing that favors larger retailers. “I predicted this more than 20 years ago, that there’s going to be more bad things because nobody stopped these big companies from just destroying you … That’s why we’re failing.”
He emphasized the importance of strong perishable departments in today’s competitive market.
“Store looks great, but the business itself, if you can’t run a good perishable in the back – your meats and your deli – you won’t survive.”
“The meat department and the deli is 51 percent of my business,” he noted.
Orlando’s deep-rooted knowledge of perishables, gained from a young age in the family business, has been crucial to his success.
“I think at 10 years old I went to the meat room, started to help. By 12, I was cutting on the saw.”
He also leverages his 35 years working with brokers to secure competitive deals.
“I get deals because I work with these guys,” he said. “I’m selling in-the-bag, Choice New York Strips, boneless, for $7.99 a pound.”
Orlando also discussed his “Hot List,” part of his weekly ad that features deeply discounted items, and his ability to find unique deals.
“I’ll sell a pallet of bacon every week, and chicken that’s got a glaze on it, frozen, chicken breast tenders,” he said. “We went through four pallets in about a week and a half. If you can make 50 cents a pound, 40 cents, you’re going to make money, because it’s volume. That’s what I try to do.
“We’re even selling American Wagyu. And I see what they charge everywhere else. I was selling probably $10 a pound less than they’re selling it.”
Orlando also makes many of the foods sold in the deli, drawing from family recipes.
“I learned from my two grandmothers, my mother, my aunts. I’ve been to cooking schools, catering schools. I want to keep learning,” he said.
Orlando focuses on fresh, curated products, including his popular gluten-free and sugar-free chicken salad.
“I don’t make things out of a can. I have to curate it, fresh,” he added.
He also highlighted a recent visit to Seed to Table, a grocery store in Naples, Florida, which inspired him to explore new products and a new sweetener for his sugar-free creations.
Orlando noted that his son, who currently runs the front of the store, supports local farmers and manufacturers.
“He’s bringing in a lot of local products, which I think is very important – mushrooms, homegrown corn, tomatoes, local honey, dressings, candies. We do a lot with the local people, and they like that.”
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Customer service
Facing competition from a nearby Walmart supercenter and Aldi, and with a Dollar General sharing his plaza, Orlando relies on his expertise and customer relationships.
Customer service remains a cornerstone of Tony O’s business.
“Great service never goes out of style,” Orlando said. He prioritizes building relationships, even helping harried moms with small children.
“I carry kids around sometimes when the mom wants to keep shopping, because they know me. Where you going to get that? But it’s just second nature to me.”
Customers need to be wanted, Orlando said, and it is important to treat them well.
“That gives me the advantage, because in a chain store … they’re so busy they don’t need you … But treat your customers good. Talk to the little kids.”
Evidence of that relationship with his customers was shown recently on the store’s Facebook page, where Tony’s O’s notified customers of a skimming incident.
“I don’t think they got anything, but we wanted to tell the customers that this is what happened. We want to be honest with them, and they were thankful for that,” he said.
Many customers expressed thanks for the information and also how much they appreciate the store and its staff.
North Kingsville is a small town, with a population of about 2,700. That grows a bit in the summer, when tourists come to camp along the shores of Lake Erie. Orlando also noted that the store draws customers from 50-60 miles away.
Orlando’s advice to other independent grocers in small towns is straightforward: Treat vendors and customers with respect, keep the store clean and understand the local market.
“It’s important to listen to your customers and give them what they expect,” he said.
“I like what I do. I talk the truth. Smile to your customers. Bust their chops, tell them a joke, because they know you. It’s a small town. They want to talk to me for 15 minutes? It’s my store; I go talk to them. That’s another thing I like; I can talk to the customers and make them feel good.”
Giving back to community
Orlando’s community involvement is extensive, including supporting a foundation for autistic children, veterans’ organizations and various local causes, along with food donations.
“My dad told me a long time ago, if you want to make a difference, do it in your local area. You can’t save the world. You can’t stop the wars. And I took it to heart.”
Stephen Orlando also has committed to supporting these causes, especially veterans. The store holds a fundraiser on Memorial Day and the Fourth of July, grilling smashburgers and selling them, with all proceeds going to local veterans.
Looking to the future, Tony Orlando is optimistic, driven by his passion for the grocery business and his commitment to his community.
“I knew I wasn’t going to be a millionaire. I make a good living, but I don’t care. Money’s not my goal. It’s because of my family, running my business, trying to be a good human being. That’s all I need to do. And I think my life is pretty good.”
Lovely article about my brother Tony’s supermarket. Well done. Great testament to the independent grocers who work so hard always to benefit their customers. I was just visiting my family and the store is beautiful and brings back great memories of a simpler time in our lives. Support local independent family businesses. Thanks again for this great feature story.