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Santa Maria Supermarket fills a major grocery gap in a neighborhood that’s gone without a full-service store since Pick ‘n Save closed nearly a decade ago. In addition to a full selection of grocery staples, it also has a taqueria, bakery, ice cream shop, butcher and liquor store.

“It’s probably three times the size of our Madison store,� on Midvale Boulevard on that city’s west side, said Roberto Nevarez who manages the Janesville location. “It’s been total chaos getting it open, but the good kind. The community has been incredible.�

Sunday’s celebration was filled with live music, free samples and family fun.

Nevarez said after an opening week that saw a steady flow of customers, he was grateful for how many people showed up on Sunday, filling the parking lot and lending their support.

Family business

Nevarez, who recently relocated from Chicago to Janesville, runs the store alongside his niece, Madelyn Perez.

Perez started working in the Madison store as a teenager and has played a critical role in the Janesville expansion.

“During COVID, I really stepped up and realized I wanted to manage a store one day. This is the dream,� Perez said.

The family has deep roots in the grocery business, including ties to stores in Chicago, but this marks the first time they’ve expanded the Santa Maria brand into a second full supermarket.

The decision to open in Janesville was strategic: fewer competitors than in Madison, a large and growing Latino population in Janesville, and a long-standing need for fresh food access on the city’s southside.

“When we saw this plaza, we just knew,� Nevarez said. “It’s quiet, it’s growing, and it’s been underserved. We wanted to be part of that change.�

‘We’re not Walmart’

Perez and Nevarez are upfront about their pricing limitations, saying they can’t always compete with big box stores. They said their focus is on freshness, quality and service.

“We’re not Walmart or Sam’s Club,� Perez said. “But we work hard to get products at affordable prices, and we get our supply from top distributors, including Circle, who also supply Woodman’s. So, you’ll see a lot of the same brands, and you’ll get quality.�

Nevarez added that freshness is non-negotiable.

“We know what people want: fresh meat, fresh produce. That’s what we deliver,� he said.

He said the Janesville location offers a wider selection than in Madison, to cater to a broader range of customers.

He said the taqueria and ice cream shop were added as ways to offer new dining opportunities on the southside.

Community focused

In just a few short days, the store has already become a community hub.

“We’ve had customers come in, grab tacos from the taqueria, then do their grocery shopping,� Nevarez said. “One woman from Dunkin’ Donuts across the street told me, ‘You come in for coffee and I will come in to get groceries,’ We laughed and said, ‘Deal.’�

The store has also been welcomed by local businesses. Nevarez said Jose Massas-Carabello, who recently reopened Bazinga, a bar and entertainment venue next door, attended their ribbon-cutting ceremony, and the Santa Maria team plans to return the favor.

“The support we’ve felt from the community and businesses around us has been amazing,� Nevarez said.

Massas-Caraballo, owner of Bazinga, said the arrival of Santa Maria Supermarket signals a shift for the southside.

“It just creates a lot of excitement. I see hope for a lot of people that live around here,� Massas-Caraballo said. “Now they feel like they can have a good quality life with different things going on.�

Massas-Caraballo, who grew up in Milwaukee, said the colors, layout, and offerings inside Santa Maria Supermarket reminded him of the El Rey Food Mart grocery chain, a staple in many Milwaukee neighborhoods.

“It kind of feels like home,� he said. “When you go to places like Festival (Foods), they’ve got a little aisle for Hispanic food. But this is a whole store. Everything. And it’s colorful, it’s got that energy and that family focused feel.�

For years, Janesville’s southside has struggled with limited food access and commercial vacancies, forcing residents to drive to the northside or neighboring Beloit to buy groceries. Massas-Caraballo said that’s finally starting to change, based on his recent conversations with customers.

“Customers are excited because they’re used to driving 15 minutes to the northside and 15 minutes back; that’s a whole hour just to get food,� he said.

“They picked a good spot,� he continued, of Santa Maria Supermarket. “There really wasn’t anything in this space. But now it’s alive again.�

“This is going to be a huge asset. It’s going to help a lot of people.�

The transformation isn’t limited to Santa Maria Supermarket. Nearby El Ra Bowl, 1942 Center Ave., is remodeling, and a new Kwik Trip is under construction just steps away, also on Center Avenue.

“It just all happened to be at the same time — we’re remodeling, the supermarket’s opening, Kwik Trip’s coming in. It brings a vibe. It’s hope,� Massas-Caraballo said. “You don’t hear that often.�

Bazinga has also seen a boost in business, with customers visiting not just from Janesville but from Madison and Rockford, Massas-Caraballo said. He said the wave of revitalization is creating a new identity for the southside.

“It’s not just about groceries; it’s about culture, community, and pride,� he continued. “I have a feeling that little by little, Janesville is going to be the spot you’ve got to visit.�

From scratch

Transforming the long-vacant property wasn’t easy. The building had sat unused for over a decade and required significant work, including new plumbing, electrical, polished floors and a repaved and landscaped parking lot.

“The place was abandoned,� said Perez. “We started from scratch. But it was worth every minute.�

To assist with renovation costs, the city of Janesville awarded Santa Maria Supermarket $50,000 in federal American Rescue Plan Act (ARPA) funds. That money went toward capital improvements to support the store’s long-term viability.

City Manager Kevin Lahner praised the store in October of 2024 as a critical investment for the southside

“We recognize that an opportunity to purchase fresh produce and family staples has been a resource that has been missed by our southside residents,� Lahner said.

Here to stay

Perez said she is finalizing her permanent move to Janesville. She and Nevarez say they are committed to being a long-term part of the community.

“We’ve been working 12 to 14-hour days to get this open,� Perez said “But it’s all been worth it.�

“We’re not just a store, we’re part of this neighborhood now. And we’re here to stay.�