Market Basket Intentionally Keeps These Two Aisles in the Dark

Market Basket in New Bedford and Fall River both share an unusual trait: two of their aisles are very dimly lit. If you've ever been there, you probably know exactly which two.

The New England Grocery Mystery

There's one thing that's been troubling me since I first started shopping at Market Basket. Have you ever noticed that the lighting is dramatically different in the bread aisle and the frozen vegetables aisle?

Market Basket Managers Confirm It’s No Accident

While the rest of the store has completely normal lighting, once you turn down those two aisles, the mood changes. You cross over into another dimension. It's like the upside down in Stranger Things.

It's not a subtle difference, either. It is very intentional. According to Fall River Assistant Store Manager Peter Welch, the lighting difference in those two particular aisles is not just a Fall River or New Bedford thing. In fact, Welch said the odd lighting is consistent in Market Basket stores all across New England.

Welch wasn't sure of the reason why those two aisles are so much darker than the rest of Market Basket's stores, but he agreed it wasn't a mistake. It was definitely strategically done.

In addition to speaking with Fall River's assistant manager, we spoke with Rene Morales, a manager in the New Bedford store. While Morales knew exactly what we were referring to, he couldn't give a definitive reason why those two aisles are always dark in Market Basket.

We also called the Market Basket headquarters in Tewksbury, but didn't hear back as of this writing.

In the end, we discovered that those dimly-lit grocery aisles aren't a mistake. Market Basket managers admit it's entirely strategic, but the real secret as to why is still under wraps.

Waiting on a Secret Strategy from Headquarters

We will certainly follow up when and if Tewksbury shares the secret strategy behind the darkened aisles.