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After launching LocalExpress, Frazier Farms saw a 110% increase in daily online orders and a 30% jump in repeat purchases, while maintaining high customer satisfaction and expanding their reach.
For over five decades, Frazier Farms Market has been the cornerstone of San Diego County's natural food movement - where families have discovered the freshest organic produce, artisanal specialties, and community connections that larger chains simply cannot offer. Founded in 1971 in Escondido, this family-owned market has grown from a single location to three thriving stores in Oceanside, Vista, and La Mesa, each one a testament to their unwavering commitment to quality, sustainability, and personal service.
Today, as consumer expectations evolve and convenience becomes paramount, independent grocers face an exciting opportunity: how to offer modern digital solutions while preserving the authentic, community-focused experience that makes local markets truly irreplaceable.
Before partnering with LocalExpress, Frazier Farms faced the reality that many beloved local businesses encounter. Customer feedback revealed a consistent pattern: shoppers adored the quality and personal touch but increasingly needed convenient ordering options for their busy lifestyles. Internal analysis showed missed revenue opportunities - customers frequently asked, "Can I order this online?" for everything from their famous deli sandwiches to weekly grocery runs.
"Our core customer base values fresh, local, and organic products with a strong emphasis on health, sustainability, and community. But they also live incredibly busy lives and expected us to meet them where they are," shares Jazmin"
— Jazmin Zapata, the Marketing Director
The challenge wasn't just technological - it was cultural. How do you digitize the experience of selecting perfect produce, customizing sandwiches, or discovering new organic treasures without losing the warmth and expertise that defines Frazier Farms?
"LocalExpress was our first system for online ordering. It lets us modernize without losing our local, personalized touch"
— Jazmin Zapata, the Marketing Director
What drew Frazier Farms to LocalExpress was its ability to reflect exactly who they were, not just what they sold. There was no messy transition from previous systems - only a clear opportunity to extend their values into the digital realm.
In collaboration with LocalExpress, the Frazier Farms team implemented a comprehensive digital ecosystem specially designed for community-focused grocers:
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"We have a selection of products available to order, but we're looking into adding our entire catalog,"
— Frazier Farms team
Since implementing the LocalExpress platform, Frazier Farms has achieved remarkable results:
"Accurate and on-time delivery has had the biggest impact on satisfaction," the team reports, highlighting how technology has enhanced rather than compromised their service standards.
The numbers highlight not just steady progress, but a leap in operational efficiency and business performance. Comparing identical periods year-over-year, Frazier Farms’ digital strategy delivered rapid, tangible results.
In January 2025, stores processed 46% of the previous year’s digital order volume in less than half the time - just five days versus twelve. This drove a more than 110% increase in daily order volume, clearly demonstrating how digital transformation can dramatically speed up operations and scale capacity without sacrificing quality.
Customer loyalty also surged. The share of repeat online orders grew by over 30%, directly increasing customer lifetime value and creating a more predictable, resilient revenue stream. Average order value remained stable, confirming high shopper satisfaction and trust in the platform.
Operational efficiency improved across the board. Automation and streamlined workflows reduced manual labor, cut costs, and allowed staff to focus on customer service and growth initiatives. The digital investment paid off quickly, with higher sales, faster order fulfillment, and a stronger bottom line.
✅ Over 110% growth in daily digital order volume
✅ 30%+ increase in repeat orders, boosting loyalty and retention
✅ Stable average order value, reflecting consistent customer satisfaction
✅ Faster order processing and fulfillment
✅ Lower operational costs and higher profitability
Frazier Farms’ experience proves that a modern digital platform is not just a sales tool - it’s a catalyst for sustainable growth, efficiency, and long-term customer relationships. For retailers seeking measurable impact, the path is clear: digital transformation delivers results.
Perhaps no single product better represents Frazier Farms' successful digital transformation than their beloved deli sandwiches. Frazier Farms Market deli offers a variety of specialty sandwiches or the option to create your own, saving customers time through online ordering while maintaining their commitment to using only the freshest, all-natural ingredients available, with every sandwich made to order.
From the popular Big Boy Bologna to custom creations featuring organic meats, artisanal cheeses, and fresh vegetables, customers can now enjoy their favorite sandwiches with unprecedented convenience. The digital ordering system captures every customization preference while ensuring the same quality and care that has made these sandwiches a local legend.
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"We're reaching customers who previously couldn't access our store due to distance or time constraints. Busy professionals who value authentic, organic ingredients can now order their favorite sandwiches and groceries anytime"
— Frazier Farms team
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"Friday became so much easier when I discovered I could pre-order our family's weekly groceries and my daughter's favorite turkey sandwich. Everything is ready for pickup after soccer practice, and the quality is exactly what I expect from Frazier Farms."
— Sarah, Working Mother
"I travel frequently for work, but I never have to compromise on eating well. I can schedule smoothie pickup for Monday mornings and know my organic produce order will be delivered fresh while I'm in meetings. It's like having a personal nutritionist who understands my values."
— Mike, Health Professional
We've been shopping at Frazier Farms for fifteen years. When they launched online ordering, we were curious but worried it might lose that personal touch. Instead, it's made our relationship with the store even stronger - we can browse weekly specials at home, kids can help select organic snacks, and we still get that warm greeting when we pick up our orders."
— The Thompson Family
"LocalExpress made it easy to bring our store online in a way that feels true to who we are - simple, local, and customer-focused. The platform is intuitive, customizable, and built with grocers in mind. It's helped us grow digitally while staying true to our brand."
— Jazmin Zapata, the Marketing Director.
The LocalExpress platform provides regular updates that continuously enhance the shopping experience, but the Frazier Farms team believes the real magic isn't in the code - it's in the connection.
"Our customers now interact with us in multiple dimensions. They might discover a new organic product on their lunch break and have it delivered fresh by dinnertime, along with their favorite sandwich ready for pickup"
— Frazier Farms team.
✅ Authenticity translates digitally when the right technology preserves core values
✅ Community connections strengthen when convenience removes logistical barriers
✅ Quality standards can be maintained across all channels with proper systems
✅ Local expertise becomes more accessible through thoughtful digital implementation
✅ Revenue growth accelerates without compromising the customer experience that defines success.
"We used to think going digital meant becoming less personal. What we've discovered is exactly the opposite - the right technology lets us be more connected to our community than ever before. We're not just selling groceries; we're supporting healthy lifestyles, sustainable practices, and family traditions in ways that were impossible before."
— Frazier Farms team.
LocalExpress has provided Frazier Farms with a blueprint for thriving in an industry where authentic community connection remains the ultimate competitive advantage: being more convenient, profitable, and community-centered while preserving the quality expertise and personal service that makes local markets irreplaceable.
https://shop.frazierfarmsmarket.com
