Acme's Swingin' Sixties Look

Acme’s stores of the nineteen-sixties could scarcely have looked more different from those of the previous decade. In 1960, a new design was implemented that featured a peaked roof with a full façade of glass. The “Acme” script was discarded in favor of a block-lettered logo at first. After a year or so, a new Acme logo (that to me, at least, still looks modern) with a unique “eye” shape was introduced, completing the image that is still well-remembered today. Also, the design was modified somewhat - the gable portion of the facades was now filled in with opaque panels instead of glass and small sections of stone veneer appeared on the sides. The first photo, featuring the initial “new look”, shows the Newtown Square, PA Acme, a store that was built around 1960, after a 1967 expansion added a side wing. The second photo features the King of Prussia, PA store from 1962, the third the Upper Darby, PA store which opened in August of 1963, and the fourth the Pottstown, PA store (with an Acme-owned Rea and Derick Rexall store barely visible in the distance) which opened in March, 1964.

In 1962, American Stores Company changed its corporate name to Acme Markets, Inc. In retrospect, this move is somewhat surprising in light of the fact that they had just completed the acquisition of a second major banner, and in the next few years would add several other businesses to their corporate family. The name would finally revert back to American Stores in 1974. This “second major banner”, of course, was Southern California’s Alpha Beta Food Markets, which became part of Acme on January 16, 1961, and instantly established Acme on the West Coast with the major presence of a well-respected supermarket brand. Acme would make substantial investments in Alpha Beta’s growth in the coming years, including new and remodeled stores and a massive new distribution and office complex in La Habra, California. Under Acme, Alpha Beta would enter the Bay Area market with its first store in 1967.

The 1960’s also saw Acme’s diversification into the restaurant and pharmacy arenas in both their Eastern and Western regions. The first Alphy’s coffee shops were opened in the SoCal area around 1966 or so. The Alphy’s restaurants (similar in concept to a Denny’s or Sambo’s) were typically located near Alpha Beta store locations in shopping center outparcels. In 1962, the company opened the first four of their Hy-Lo Drug Stores, and would ultimately place a few of these in former Alpha Beta locations. Only a relative handful of Hy-Lo’s were ever opened. In the East, Acme purchased the 47-unit Rea and Derick, a Rexall Drug franchisee, in September 1964. Also, in 1968, Acme obtained franchise rights from Rocky Mount, NC-based Hardee’s Food Systems to operate Hardee’s restaurants in their home Philadelphia region. The Alphy’s and Hy-Lo operations were managed from the Alpha Beta hub in La Habra, while the other businesses, of course, reported to the Philly corporate offices.

The Men of Acme, 1956

Authoritative 1950's-style announcer voice: "Remember this, folks! When better markets are built, Acme Men will build them! Just look at these Acme Men...Men of foresight...Men of ingenuity...Men of zeal!"*

Zeal notwithstanding, Acme’s late 1950’s stores were fairly plain as a rule, with the only standout aspect being the “Acme Markets” logo (which by this time had evolved into a cool automobile fender-style script) above the awnings. The example shown below in a 1957 photo is typical of the period and portrays the design seen in a multitude of shopping center and free-standing Acme locations. From an architectural standpoint, much more interesting things would come from Acme in the 1960's.

Acme closed the 1950's with 870 stores, of which only 50 remained of the service type, the rest being self -service, and nearly $900 million in fiscal 1959 sales. Acme's co-founder and longtime president Samuel Robinson passed away in 1958.

*Not an actual commercial.

Acme Markets Nighthawks, Early 1950's

Nice 1954 artist's rendering of an Acme Market, neon blazing at night. Kind of reminiscent of Edward Hopper’s famous painting “Nighthawks”, isn’t it? I mean, except for the setting being a grocery store instead of a café…and the location probably a shopping center instead of a dimly lit downtown street…and a larger group depicted instead of three brooding, lonely patrons and a soda jerk…Ok, let’s forget that comparison.

The picture, based on this prototype, does show that by the early 50’s, Acme was moving into larger footprint stores and designing to blend into shopping centers.

Acme - Clean, Bright, Sparkling White

A paraphrase based on a Jewel Tea ad, but one that certainly applies here. Like its future stablemate, Acme Markets of the 40’s and early 50’s featured gleaming white porcelain facades. For the most part, the stores displayed the “Acme script” signage shown here, rendering a great iconic look that was used heavily in Acme newspaper ads. Most Acmes, like nearly all grocery stores of the era, ranged between only 5,000 and 10,000 square feet, lending to the quaint appearance. Ironically, these stores could still be spotted occasionally in urban Philadelphia and other areas as late as the early 1970’s, with some examples surviving even later than that.

Acme Markets was the trade name of American Stores Company, which had been in business for 30 years when these photos were taken. At the time, the company founder Samuel Robinson was still on their Board of Directors. In 1947, Acme had 1,921 stores, mostly in Eastern Pennsylvania and portions of the surrounding states. They battled head-to-head with “Grandma”, (the A&P, as fondly referred to by its longtime employees) and fellow Philly-based Food Fair for dominance in the ferociously competitive Philadelphia market, among others. One of the biggest challenges facing Acme (and most of the other major supermarket chains) during the era was the conversion of their stores from counter service to the self-service format. Evidently it was an arduous process, as even five years later, in 1952, only 55% of Acme’s stores were self-service units.

Here are a couple of links to some photos of similar Acme stores – a great 1966 photo featuring a 40's era Acme store at Wyoming and Rising Sun Avenue in Philadelphia, and another shot from 1991 of the Lambertville, NJ Acme in an incredibly good state of preservation. I’m curious to know if that one’s still around.

The Marina Safeway at Night, 1968

A beautiful dusk view of what is undoubtedly the most famous individual grocery store location in the country, if not the world. This is, of course, the Marina Safeway – San Francisco Landmark, Meeting Place Extraordinaire (having duly earned the nickname “Dateway”), and the Proud Standard of Safeway Stores, Incorporated. This store, still going strong, is located at 15 Marina Boulevard, San Francisco and was opened in 1959. It set the style that even today is the one most closely associated with Safeway, and it had a not inconsiderable influence on the store design of other supermarket chains.

Interestingly, Safeway was forced to wage a “protracted zoning fight” in order to win approval to build this store, according to the July, 1960 issue of Chain Store Age magazine. After gaining approval, some area residents still objected, so Safeway set out to build “a showplace that would pacify its opponents and satisfy the neighborhood’s esthetic as well as practical needs”. They certainly succeeded.

The store originally opened with a different interior design scheme than the one pictured here. If you click on the photo, you can see that by this time, Safeway had replaced it with their standard 60’s look.