First Impression

View from the front.

Yummy market is a unique European food experience as the subscript following the main title on the front of the store says. Precisely speaking, located on Dufferin St. just south of Finch Ave., it is a European cuisine filled supermarket with baked and already prepared goods, along with a more traditional North American style supermarket setup. The most unique feature of the place is the atmosphere. Russian and Ukrainian conversation can be heard throughout the store, as approximately 90% of the clientele is Russian-Ukrainian speaking. Therefore, most of the employees are also of the same background and many of them are new to Canada, which gives the store its authenticity of the European culture and cuisine, or does it?. Location of the supermarket makes it easier for customers of Russian-Ukrainian descent to flood the store in large numbers since this part of Toronto is home to those specific backgrounds. As a result many returning customers visit the supermarket weekly, even daily. Even though advertising is slanted towards attracting customers based on their European food offerings, the supermarket is not evenly distributed in terms of its products originating from a variety of different countries in Europe.

The owners are aiming to attract a diverse population of clients to come in for that bite of a variety of authentic European cuisines as a result of advertising that steers potential consumers to believe the store is a full on European experience. The expectation is that customers from different European backgrounds are going to flock in by masses. This is true, minus the diversity of the crowd. Out of the 50,000 mostly satisfied shoppers every month the Dufferin and Finch location receives a majority which consists mainly of Russian-Ukrainian speaking customers. By no means this is a negative statistic. Having consumer awareness about the intentions of a store like Yummy market about the ways of selling their product can identify a deceptive technique bestowed upon potential shoppers by the owners that want to market their products in such way to lure people to buy them. Having this awareness will serve as a piece of mind to recognize that what you are buying is not authentic as the advertisements otherwise suggest.