General Locations
Generally, the chain locates its stores in newer suburban Mandarin-speaking immigrant communities, such as Milpitas, California, where the supermarket is strategically located near the technology industries of the Silicon Valley which employ many Asian immigrants, and Irvine, California, where wealthy Taiwanese Americans settled during the 1990s.
Non-suburban locations tend to be located in multi-ethnic districts. For instance, the Van Nuys, California and Richmond, California stores are located in multi-cultural neighborhoods and are popular among African American, Mexican, and Caucasian customers, as well as Chinese-speaking customers.
Older Cantonese Chinese neighborhoods in California have not been as welcoming to the chain. The 99 Ranch in Los Angeles' Chinatown operated in the Bamboo Plaza area for several years, but eventually the store was closed, perhaps due to its obscure location and lack of parking space, and perhaps due to competition from local small grocers, who have maintained their popularity among elderly Chinese American shoppers.
Setting up in suburbia, 99 Ranch Market is often the only Asian American supermarket and shopping center for miles around. For instance, 99 Ranch Market is one of the very few Asian supermarkets operating in the San Fernando Valley.
Given the market chain's premium locations, the costs of rent for tenants are generally high, but other Chinese businesses, such as Sam Woo Restaurants, Chinese traditional medicine shops, and gift stores, have been known to follow 99 Ranch Market to its new locations, with 99 Ranch market becoming the anchor tenant for the smaller stores and restaurants within developing Asian suburban shopping areas. For example, in Phoenix, Arizona, the state's first 99 Ranch Market opened as part of a larger "Chinese Cultural Center" that offers a number of Asian restaurants and shops for the city and surrounding areas.
Most 99 Ranch Markets are company-owned. The only franchised locations in the United States are those in Las Vegas;.
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