Rural Grocery Spotlight: Greg's Market (Exeter, NE)

Greg's Market in Exeter, Nebraska has continued to stay open due to a group of community investors purchasing the store in 2020. Recently, the investors have worked to transition the market to a 24/7 membership model, with more than 10% of the community investing in a membership. Board member Amy Emshoff connected with us recently to answer questions and share more about the store. Read highlights from our conversation (which has been edited for length) below.

 

Can you tell me a bit about your store’s history? When did it open, and how has it evolved over the years? What role does your store play in your community?

Greg’s Market was purchased by a group of community investors (Exeter Investors Inc.) in 2020 from long-time family owners that were planning to close the store. We are a full-service grocery store located in downtown Exeter – approximate population of 520 - and the closest supermarket from our store is 16 miles. Greg’s Market is managed by an employee that has been with the store for over 20 years – including years with the previous management. The store’s closing transaction was held just days before the pandemic broke out and has weathered almost 6 years of ups and downs since then. We’ve remained in operation, thanks largely to the incredible support of our community and the dedication of our employees who work tirelessly every day to keep things running smoothly. Since opening, we started selling twice-weekly hot noon meals and in 2023, we invested in a scanner system that elevated our efficiency in both margins and accounts receivable management. In September 2025 we invested in a 24/7 membership model aiming to reach customers who work out of town or who are otherwise unable to shop during regular business hours.

We believe Greg’s Market plays a vital role in the community, far beyond simply selling groceries. Our store provides jobs that strengthen the local economy and create a ripple effect for other businesses in town. We also serve as an essential resource for elderly residents who may not have the means or ability to travel outside the community. During the pandemic, Greg’s Market proved to be one of the most critical businesses in town, and that importance becomes clear again whenever we face natural disasters or other emergencies.

What are you most proud of about your store?

We are most proud of the incredible support from our community, especially during challenging times. That support has been the foundation of our success. Beyond that, we take great pride in the dedication of our staff, board members, and investors. Their commitment and willingness to adapt have been essential to our survival over the past five years. Together, we’ve faced the reality of what it would mean losing our store and embraced innovative solutions, such as adjusting hours of operation and introducing our new 24/7 model, to ensure Greg’s Market continues to serve the community.

Your store recently transitioned to operating a 24/7 model. Could you please explain why you chose this model?

The main reason of course was to increase sales volume, but it was also a relatively low-cost option that we felt was worth any potential risks involved. We tried the model out first with board members and a few test customers before going live. The convenience and shopping whenever you want is very enticing.

What has been the community's response to the 24/7 model? Could you share how many memberships have been sold in comparison to your population? Have there been any unexpected benefits to your community?

The community’s response to our 24/7 model has been overwhelmingly positive! We’ve sold close to 70 memberships so far, which is over 10% of our town’s population. We feel this is a strong indicator of local support and interest and we are finding that customers just prefer the convenience of shopping whenever they want!

Some unexpected benefits have really stood out. For one, customers love the convenience of shopping on their own schedule without having to drive out of town for last-minute items. They also enjoy the freedom to shop comfortably, even in pajamas! We have gained new customers who work night shifts and previously had to drive 30 miles just to grab a sandwich or a drink. Beyond convenience, the fact that we have some traffic during off-hours is an added security benefit for our town. And perhaps the most exciting indirect benefit is the sense of pride and enthusiasm in the community, as people enjoy being part of something unique, fun, and innovative.

Since implementing the change to the 24/7 model, can you share any data related to sales? For example, how many sales have happened outside of your original operating hours? Or have the overall sales increased in comparison to this time frame last year?

Since we’re only a few months into the 24/7 model, we’re still gathering and analyzing data to tell the full story. Early indications show an overall sales increase of approximately 3%. The next step is determining how much of that growth represents previously lost sales due to limited hours versus customers simply preferring the flexibility of shopping outside normal business hours.

What we do know is that interest in after-hours shopping is strong, and we’re confident sales will continue to grow as more people experience the convenience. Based on feedback, many customers say they actually prefer the after-hours shopping experience once they try it.

What advice would you give to grocers that are considering a 24/7 model?

First and foremost, make sure you have a reliable scanner system, ample cameras, and a strong security setup in place. These are critical for smooth operations and customer confidence.

We recommend offering annual memberships and consider discounts for community heroes, such as veterans, teachers, nurses, firefighters, police officers, etc. This will help to encourage engagement and show appreciation.

Training is another key component. Host a few in-person sessions during off-hours when you’re ready to launch and supplement them with easy-to-access training videos. These videos are simple to create and have proven highly effective. Additionally, provide clear written instructions at checkout and install a camera with a “help” option so customers can get assistance if needed.

*Greg’s Market has benefited from technical assistance from Nebraska Extension, Nebraska Cooperative Development Center, and the Center for Rural Affairs.

**Brand names appearing in this article are for product identification purposes only. No endorsement is intended, nor is criticism implied of similar products not mentioned.