September 11 - A New Era in Grocery: Piggly Wiggly's Transformative First Day
Embracing God's Call to Step Out of Comfort Zones
This is the day Clarence Saunders revolutionized grocery shopping with the grand opening of the first true self-serve market, Piggly Wiggly, in Memphis, Tennessee in 1916.
In today's lesson, we'll explore how a revolutionary change in grocery shopping reflects God's call for us to embrace new paths in our faith journey. How do we find the courage to step out of our comfort zones when God leads us to unfamiliar territory? What promises does God offer us as we face the uncertainty of change?
"When you pass through the waters, I will be with you; and when you pass through the rivers, they will not sweep over you. When you walk through the fire, you will not be burned; the flames will not set you ablaze." - Isaiah 43:2 (NIV)
This Date in History
On September 11, 1916, a revolution in retail began with the jingle of a cash register and the opening of a store door. Clarence Saunders, a man with humble beginnings and big dreams, unveiled the first Piggly Wiggly store in Memphis, Tennessee. As curious shoppers stepped into this novel "self-serving store," they were unknowingly walking into the future of grocery shopping.
Clarence Saunders' journey to this momentous day was anything but ordinary. Born in 1881 to a poor family in Virginia, Saunders left school at 14 to work as a clerk in a country store. His sharp mind and entrepreneurial spirit quickly became evident as he moved up the ranks in various wholesale grocery firms. By his early 30s, Saunders had become a successful grocery wholesaler in Memphis, but he was far from satisfied.
Prior to Piggly Wiggly's debut, grocery shopping was a time-consuming and often frustrating experience. Customers would present their shopping lists to clerks, who would then gather the items from shelves behind counters or from storerooms. This system was inefficient, labor-intensive, and limited customers' ability to browse and make spontaneous purchases. It also required a significant number of staff, increasing costs for store owners.
Observing these inefficiencies, Saunders envisioned a radical new approach. Why not let customers serve themselves? This idea, born from his experience and keen observation, would transform not just grocery shopping but the entire retail landscape.
Saunders used his success and connections in the wholesale grocery business to secure financing for his new venture. He convinced local investors of the potential in his innovative concept, raising the necessary capital to open the first Piggly Wiggly store.
The first Piggly Wiggly store was a carefully orchestrated experience. Customers entered the store, were given baskets, and guided through a maze of shelves stocked with clearly priced items. This layout, designed to expose shoppers to every product, was a stroke of genius. It wasn't just about efficiency; it was about changing the psychology of shopping.
The success of Piggly Wiggly was meteoric. Within a year, Saunders had opened nine more stores in Memphis. The rapid expansion of Piggly Wiggly was achieved through a combination of company-owned stores and an innovative franchising model. Saunders recognized that franchising would allow for faster growth while requiring less capital from the parent company. He created a standardized store layout, equipment package, and operating procedures that franchisees could easily replicate. This franchising approach was revolutionary for its time, especially in the grocery industry, and allowed Piggly Wiggly to expand rapidly across the country.
By 1923, the Piggly Wiggly empire had grown to nearly 1,300 stores across the United States (more than half owned by the company and the rest franchised). Saunders' innovation had sparked a retail revolution, and he reaped the rewards, becoming a millionaire several times over.
However, Saunders' tale is also one of dramatic falls and relentless comebacks. In 1923, he lost control of Piggly Wiggly in a financial battle that captivated Wall Street. A group of investors, seeing the potential in Saunders' creation, orchestrated a "bear raid" on Piggly Wiggly stock. Saunders attempted to fight back by buying up shares, but ultimately lost the company he had built.
Undeterred, Saunders continued to innovate. He launched new ventures, including the intriguingly named "Clarence Saunders, Sole Owner of My Name" stores. These stores were Saunders' attempt to recreate his success with Piggly Wiggly while emphasizing his personal brand. The unusual name was a jab at his loss of the Piggly Wiggly trademark, asserting that he still owned his own name and reputation.
Later, Saunders developed the Keedoozle, an automated store where customers used keysets to select goods delivered via conveyor belts. While these ideas were ahead of their time and ultimately unsuccessful, they demonstrated Saunders' unrelenting drive to revolutionize retail.
Meanwhile, Piggly Wiggly continued to grow under new ownership. The company expanded, franchised, and adapted over the decades. However, the retail landscape was changing. The rise of national chains with greater purchasing power and economies of scale began to challenge Piggly Wiggly's market position. Additionally, the decentralized franchise model, while allowing for rapid initial growth, made it harder for Piggly Wiggly to implement uniform modernization and compete effectively on a national level.
Today, while no longer the retail giant it once was, Piggly Wiggly still operates as a franchise with over 500 stores in 17 states, a testament to the enduring power of Saunders' original idea. The company has found a niche in smaller markets and communities, where its local ownership model resonates with customers.
The legacy of that September day in 1916 extends far beyond Piggly Wiggly. Saunders' self-service model became the template for modern supermarkets and retail stores worldwide. His innovations - from shopping baskets to clearly marked prices to checkout stands - are now so ubiquitous that it's hard to imagine shopping without them.
Clarence Saunders' story is one of American ingenuity, the power of observation, and the impact one idea can have on society. From a small store in Memphis to shopping aisles around the world, the ripples of his innovation continue to shape our daily lives, every time we pick up a basket and begin to shop.
Historical Context
The dawn of the 20th century in the United States was marked by rapid industrialization, urbanization, and technological advancements. This period, known as the Progressive Era, saw significant changes in American society, economy, and politics.
In the realm of business and commerce, the early 1900s witnessed the rise of mass production and consumerism. Henry Ford's assembly line, introduced in 1913, revolutionized manufacturing and made automobiles more accessible to the average American. This era of innovation set the stage for Clarence Saunders' retail revolution.
The grocery industry, however, had remained largely unchanged for decades. Most grocers still operated on the principle of the general store, where customers would hand their shopping lists to clerks who would then gather the items. This system was inefficient and time-consuming, especially as urban populations grew and demand increased.
Simultaneously, there was a growing emphasis on efficiency and scientific management in business, popularized by figures like Frederick Taylor. This philosophy of optimizing workflows and reducing waste aligned perfectly with Saunders' vision for a self-service store.
The early 20th century also saw significant changes in American diets and food production. Innovations in food preservation and packaging, such as canned goods, were becoming more common. These developments made it easier for stores to stock a wider variety of products with longer shelf lives, paving the way for the modern supermarket concept.
Socially, the role of women was evolving. More women were entering the workforce, and there was a growing recognition of their role as household managers and primary shoppers. This shift would prove crucial to the success of the self-service model, which gave shoppers more control over their purchases.
The period also saw the continuation of the Great Migration, with African Americans moving from the rural South to urban areas in the North and Midwest. This demographic shift was changing the face of American cities and creating new consumer markets.
In the broader economic context, the United States was experiencing a period of growth and prosperity. World War I, which began in 1914, had initially boosted the U.S. economy as the country supplied goods to European nations. This economic climate provided fertile ground for new business ventures and innovations like Piggly Wiggly.
The retail landscape was dominated by small, independent stores, but chain stores were beginning to emerge. Companies like A&P were expanding, setting the stage for a transformation of the retail sector that Piggly Wiggly would accelerate.
This era of rapid change, technological innovation, and shifting social dynamics created the perfect environment for a revolutionary idea like the self-service grocery store to take root and flourish.
Did You Know?
In the 1920s, Piggly Wiggly stores sold their own branded products, an early example of private label goods in supermarkets.
Learn More
In Celebration of the F&F Story: Piggly Wiggly and Family - Mike Freeman
Clarence Saunders and the Founding of Piggly Wiggly: The Rise & Fall of a Memphis Maverick - Mike Freeman
Memphis: An Architectural Guide - Eugene J. Johnson and Robert D. Russell Jr. (includes information about Saunders' Pink Palace mansion)
The New South's New Frontier: A Social History of Economic Development in Southwestern North Carolina - Stephen W. Taylor (includes a section on Piggly Wiggly's impact)
Today’s Reflection
Change can be daunting. It's human nature to seek comfort in the familiar, to cling to established routines and well-worn paths. Yet, as we reflect on the grand opening of the first Piggly Wiggly store in 1916, we're reminded that progress often requires us to embrace the unfamiliar.
Imagine the bewilderment of those first customers as they stepped into Clarence Saunders' revolutionary self-service store. Gone were the familiar counters and clerks who had always fetched their groceries. Instead, they faced aisles of products, baskets in hand, expected to navigate this new shopping landscape on their own. For many, this novel experience likely stirred feelings of uncertainty, perhaps even resistance.
This scenario mirrors our own spiritual journeys more often than we might realize. God frequently calls us to step out of our comfort zones, to embrace new ways of thinking, serving, or living our faith. Like those first Piggly Wiggly shoppers, we may feel ill-equipped, unsure, or even resistant when faced with God's call to change.
Yet, in these moments of uncertainty, we can find solace and strength in God's promises. Our chosen scripture, Isaiah 43:2, offers powerful reassurance: "When you pass through the waters, I will be with you; and when you pass through the rivers, they will not sweep over you. When you walk through the fire, you will not be burned; the flames will not set you ablaze." This verse doesn't promise an absence of challenges but rather God's unwavering presence amidst them.
The imagery of passing through waters and walking through fire vividly illustrates the trials we might face when stepping into new territories of faith. These could be literal challenges like moving to a new city for mission work, or metaphorical fires like overcoming long-held prejudices to embrace a more inclusive faith. Whatever the nature of the change God is calling us towards, He assures us that we will not be overwhelmed or destroyed by it.
Consider how the self-service model, initially met with skepticism, revolutionized the retail industry and ultimately benefited consumers. Similarly, when we trust God and step into the new paths He sets before us, we often discover unforeseen blessings and growth. Our faith deepens, our understanding expands, and we become more effective instruments of God's love in the world.
However, embracing change doesn't mean recklessly abandoning all that is familiar. Just as Piggly Wiggly customers still bought familiar products, albeit in a new way, our core beliefs and values remain constant even as our methods or perspectives evolve. The key is discerning which aspects of our faith are timeless truths and which might be outdated cultural trappings.
Reflecting on Clarence Saunders' innovation can prompt us to examine our own lives. Where might God be calling us to embrace new ways of living out our faith? Are there areas where we've grown too comfortable, resistant to the fresh wind of the Spirit? Perhaps it's in how we approach worship, engage with our community, or understand scriptural teachings.
As we contemplate these questions, let's remember that God's call to newness is always rooted in His love for us and His desire for our growth. Just as Saunders' innovation was aimed at benefiting both businesses and consumers, God's promptings towards change are always for our good and the good of His kingdom.
Embracing change in our spiritual lives requires courage, trust, and often a willingness to look a bit foolish at first - much like those early self-service shoppers might have felt. But as we step out in faith, we can rest assured that the God who calls us to new things is the same God who promises to be with us every step of the way.
Let us, then, approach God's calls to change not with fear, but with anticipation. For in these moments of stepping out of our comfort zones, we often encounter God in profound new ways, discovering depths of His love, power, and purpose that we might never have known otherwise.
Practical Application
Reflect on areas in your life where you feel God may be calling you to embrace change. This could be in your personal relationships, career, ministry, or spiritual practices. Choose one area and take a small step towards that change this week. For example, if you feel called to be more involved in your community, research local volunteer opportunities and commit to attending one event. If it's about deepening your faith, try a new form of prayer or meditation you've never explored before. Remember, just as the first Piggly Wiggly customers had to learn a new way of shopping, you might feel awkward at first. Embrace that discomfort as a sign of growth. Each day, pray for courage and trust, reminding yourself of God's promise in Isaiah 43:2. Journal about your experiences, noting both the challenges and unexpected blessings that come from stepping out of your comfort zone.
Closing Prayer
Heavenly Father, we thank You for Your constant presence in our lives, especially during times of change and uncertainty. Grant us the courage to step out of our comfort zones when You call us to new things. Help us to trust in Your guidance and protection, knowing that You are with us through every challenge we face. May we be open to the transformative power of Your Spirit, willing to embrace new ways of living out our faith. Give us discernment to recognize Your voice and the strength to follow where You lead. In Jesus' name, we pray. Amen.
Supplementary Study
"By faith Abraham, when called to go to a place he would later receive as his inheritance, obeyed and went, even though he did not know where he was going."
This verse exemplifies the essence of stepping out in faith into the unknown. Just as Abraham followed God's call without knowing his destination, we too are often asked to embrace new paths in our spiritual journey, trusting in God's guidance.
"The Lord himself goes before you and will be with you; he will never leave you nor forsake you. Do not be afraid; do not be discouraged."
This powerful promise reinforces our main scripture, assuring us of God's constant presence and support as we step into new territories of faith and life. It encourages us to face change with courage, knowing we are not alone.
"He who was seated on the throne said, 'I am making everything new!' Then he said, 'Write this down, for these words are trustworthy and true.'"
This verse reminds us that newness and transformation are central to God's nature and plan. It encourages us to align ourselves with God's renewing work, being open to the changes He brings into our lives and the world around us.
Final Thoughts
Change is an inevitable part of life and growth, both in the physical world and in our spiritual journey. The story of Piggly Wiggly's grand opening serves as a powerful reminder that progress often requires us to step out of our comfort zones and embrace new ways of doing things. Just as those first customers had to adapt to a revolutionary shopping experience, we too are called to be open to God's transformative work in our lives. God's promise to be with us through waters and fire isn't just comforting words; it's an invitation to adventure. It's a call to trust Him enough to take those first tentative steps into the unknown, knowing that He goes before us and stands beside us. As we reflect on this lesson, let's challenge ourselves to be more like Abraham, who stepped out in faith without knowing his destination. Let's draw courage from God's promise of His constant presence, and let's align ourselves with His work of making all things new. In doing so, we open ourselves to incredible growth, unexpected blessings, and a deeper, more vibrant relationship with our Creator.
Community Engagement
Share your thoughts or use these questions to get the conversation started.
How do you think customers initially reacted to the concept of self-service grocery shopping when Piggly Wiggly first opened?
In what areas of your life do you find it most challenging to embrace change? How might God be calling you to step out of your comfort zone in these areas?
Reflect on a time when you followed God's call into unfamiliar territory. How did you experience His presence during that time?
How can we discern between changes that align with God's will and those that might lead us astray from our faith?
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In tomorrow's lesson, we'll uncover a daring World War II rescue mission that challenges our understanding of true liberation. What does it mean to be genuinely free, and how can we avoid trading one form of captivity for another?
AUTHOR’S NOTE: I’m experimenting with adding additional information and features for Paid Subscribers that would appear at the bottom of the newsletter each day. Below is bonus Did You Know? facts available to all subscribers for the time being. I hope you enjoy!
Bonus - Did You Know?
Piggly Wiggly was the first grocery store to use refrigerated cases for produce, keeping fruits and vegetables fresh for longer periods.
The company pioneered the concept of uniformed employees in grocery stores, helping customers easily identify staff members.
Piggly Wiggly introduced the first grocery store magazine, "Piggy Wiggly Magazine," which included recipes, household tips, and product information for customers.
Clarence Saunders was an avid collector of Egyptian artifacts and built a pink marble mansion in Memphis called the "Pink Palace," which now serves as a museum.
The success of Piggly Wiggly inspired many imitators, leading to a boom in self-service grocery stores across the United States in the 1920s and 1930s.
Piggly Wiggly was one of the first companies to use the franchise system for rapid expansion, a model that would later be adopted by many other businesses across various industries.
Who knew ??? Great read, thanks Jason !
God set me on a journey of living in the uncomfortable many years ago. We had moved to a new state and became involved in a larger church that had a very large International missions program. My son was angry that we had moved him and I was struggling to find my way. In church one day they announced an upcoming mission trip to India and the opportunity to volunteer in one of Mother Theresas homes in Kolkata. Years before I had listened to a talk from a young minister who talked about being in a rut in their ministry and long story but they ended up taking a trip to serve in Mother Theresas homes in Kolkata. As I recalled that talk and then now the opportunity to get out of my own rut/dark period, I decided to sign up for the trip. I had never been out of the country before, well Mexico for a vacation but never had I taken an opportunity like this. I was scared to death. I didn’t know the missions minister or anyone that was going since we were new to the church. Life changing! That was in 2010. Since that time I have been to Cambodia 12 times on mission trip, I have volunteered in ministries that serve those caught up in human trafficking and other opportunities to reach out to people who just want to know they have value. Now, on another path and we have once again moved to a place I am unfamiliar with but God continues to challenge me. This is only a portion of many things God has changed in me. Now, I decided to sign up on Substack and try my hand at writing and once again I am challenged to try something new, out of my comfort zone and see where it goes. This was so timely to read. I love the history and the scripture references and application. Very thought provoking. THANKS for sharing.