Kosher Food Purveyors Rush to Imitate Pomegranate Success With Full Page Ads in Newspapers


pomegranateJewish newspapers like the Yated Ne’eman and Hamodia  are suddenly flush with full-page image ads by kosher supermarkets, health food stores, and even poultry manufacturers as many seek to imitate the extraordinary marketing success of Pomegranate, the upscale Flatbush kosher supermarket. This has almost overnight created a bonanza for cash starved Jewish weeklies who are the direct beneficiaries of the “full-page war,” as one advertising executive termed it.

“They believe that the colorful ads with those gorgeous food shots have helped make the store (Pomegranate) a real success,” he said. He added that in the past just to get some of these stores to advertise at all was like “pulling teeth.”

Many of the stores now stress their wide aisles, parking, and fresh meats as part of an image campaign that is vintage Pomegranate. There are photos of owners and butchers, all in an effort to project an image of upscale as opposed to price sensitive. Many of the stores and purveyors who are now part of this media war admit that they may not be able to sustain this effort long-term.

In fact, marketing experts predict that even Pomegranate will at one point “tone down” its advertising, out a conviction that it has already won the market share that it could have hoped for. In the on-going poultry war, the winner is clearly the consumer, but in the end the consumer may win the retail war as well.

{KosherToday/Noam Newscenter}


  1. It is not called imitataing. Is is called counterattacking. Meaning the stores still do not find such ads necessary. Only because Pomegranate is taking away from them do they need to do it. This is not imitating.

  2. Who said that there is success at Pomegranate to copy?

    Just because they keep spending money doesn’t mean they are making money…or ever will.

    It’s a great, clean, fun store…but people shouldn’t assume success unless they’re the ones doing the books.

  3. Who are these marketing experts? I didn’t know so many experts devoted their time to studying the few kosher markets out there.

  4. At Pamagranite store, notice that the shopping carts are not full (only halfway). In some of the other stores in the area they are full carts-Something is missing.

    Others eat soup with a fork, they go through the motions but remain hungry.

  5. Does he really take us for such fools? It’s a known fact that the editor of Kosher Today is the marketing man for Pomegranate. How long will it take for the consumer to realize that the whole purpose of Kosher today is to do exactly this.
    Matzav, I’m surprised at you….

  6. I do not shop at these stores based on the ads in these papers. I shop based on the ads in “The Vues” and the “Torah Times” which let’s me know what’s on sale. Being that Pomegranate doesn’t seem to need to advertise in these publications, i don’t give them my business.

  7. It’s only a war between Pomegranate and Glatt mart.
    Do you call putting small heimisha stores out of business a succes that people should copy?! I don’t know what Matzav’s obsession is with Pomegranate, always giving them free infomercials!
    I agree with #2. With the tremendous over head Pomegranate has, I doubt they will ever become profitable if they continue the way they are.

  8. why oh why must everything be a competition??just let pomagranite be pomegranite and glatt mart be glatt mart..youre right, pomegranite doesnt put up their specials, they only have it, when you walk in..which in my opinion,it mamish isn’t right..they have great food, in my house we shop at moishe’s..they advertise simple..they mamish don’t make a whole shpiel..isn’t that how we are supposed to be?? simple and not outdo everyone else?? though on a last note, i wish all stores a Freihlichin Purim..and remember Hashem is the bank manager and decides, so dont worry about it 🙂

  9. pomegranate is great. I can finally go to a store where I feel like a civilized human being, with everything under one roof, including specialty items you can’t find elsewhere. All the checkouts are open and there’s very little wait.It’s like Trader Joes/Whole foods for Jews. It’s about time we joined the 21th century. This is how things improve in the real world, only though competition. I wish the rest of the stores success and they need to shape up to compete. This will be great for the kosher consumer.

  10. To #11
    Thanx, Menachem. When they wake up and realize that they can’t tread water anymore, you’ll be the first salary that they cut.

  11. I shop at KRM. they have everything Pomegranate has. It’s not about money, because Pomegranante is not much more expensive than the other stores. I live in Flatbush (on a street between L&M) so I pass Pomegranate in my car very often. I am proud to say that I have never yet stepped foot into that store.