SuperFresh Highland Park — Local services in Highland Park

We were at SuperFresh three times on opening day and have returned several times since then. Yes, the day of the Grand Opening was chaotic, but we found the staff to be very helpful. This was the same on our later visits.

Our overall impressions: • Store is well-stocked with quite a variety of products. We can name a number of items (where we used to travel short or long distances to specialty stores or other supermarkets) that are stocked here in prominent places. How nice to have these items close at hand. • As reflected in other comments, sale prices on the shelves were not always reflected at the register. We found the staff at the Customer Service desk to be very helpful when correcting any errors. There are also training issues that I expect will be resolved. For instance, I was charged $1.99 per purple potato, when it should have been $1.99 per pound! • Since opening day, I now see products that I could not previously find. I am thrilled to see organic bananas. • Yes, the aisles are narrow compared to suburban stores. But this is truly an urban store; excellent use of a small footprint. And everyone wants to make it work in the narrow aisles. Both staff and customers are very eager to move out of the way, so that everyone has a chance to shop.

As a wheelchair user, I find this to be a great experience: • The Customer Service desk is at counter height – usable by everyone. (This is so much friendlier than the fortress that was in Stop & Shop.) • Although the aisles are narrow and there are support columns in some of them, I was still able to go past another wheelchair user and also a shopping cart. • I would like to see fewer of the product specific cardboard displays that are in many aisles. I have watched others having difficulty to steer around these. • The staff at the deli counter is wonderful. Although the staff is behind a tall display case, she came around to make sure she had understood my requests and to deliver the products. • When I couldn’t find a particular produce item, the staff worked well together to find someone who could help me. Nice teamwork. • The restrooms are clearly marked. There are two accessible single stall restrooms. The rooms are new, large and with grab bars.

I look forward to shopping here. It’s nice to know that we can easily pick up either a large list of items or the one ingredient we are missing as we prepare dinner for...

Sorry Highland Park, but this isn't it.

1. Almost seems purposefully confusing and disorganized. No idea what each aisle's "theme" is, and in fact, you can find two different brands of the same type of product across the entire store. Highland Park has a massive elderly population, and this seems predatory and abusive.

2. Hardly any organic, and no dairy-free options. This means we basically aren't shopping here unless it's an emergency staple like baking soda or something.

3. Same with the vegetables - very wet, but no organic/fair trade etc.

4. So much Asian and Hispanic food. Sorry but Highland Park is missing a "general goods" grocery store, and there is already a massive Asian grocery store up the street and lots of places in New Brunswick to shop. There is nothing else here, and this means we're basically left to whatever conventional, boring brands get stocked here on random, hard-to-find shelves mixed about with various ethnic foods throughout the entire store. Maybe if there was a dedicated aisle to each ethnicity, that would help a lot.

5. Way too many aisles, not enough space. Literally have to hug the wall to allow anyone to pass. Stuck behind and in front of people for minutes at a time as the elderly locals (love you) are confused by all of the misplaced goods.

6. Price check. I had to personally walk over both the counter lady and the manager to the sign that said the red bulls are 3 for $8. When the manager first came over, she started by flipping through the like weekly coupon mailer thing. This isn't the 90s!!!

7. There was an old man with no pants on walking around the store. I told the same manager and she seemed nonplussed about it. I left before I could find out if she took any action, but this guy was left walking around while they had a face-painter for children outside. Security, anyone? It seems this store is untrained to deal with the elderly.

Overall, unpleasant experience. Very tempted not to shop here again unless...

We are immensely grateful to the team at SuperFresh Highland for their exceptional customer service. Our daughter, a college student, recently visited the store and accidentally misplaced her keys. In a moment of stress, we contacted the store, and our experience from that point forward was nothing short of remarkable.

The customer service representative we spoke with was incredibly kind, professional, and thorough. They went above and beyond to help locate the keys, ensuring that we could accurately describe both the keys and the keychain to verify ownership. This extra care and attention brought us so much relief, knowing that our daughter was in good hands while away from home.

Thank you, SuperFresh Highland, for your wonderful service and for turning a stressful situation into a positive experience. We truly appreciate your dedication to customer care and the supportive, welcoming atmosphere you've created...