For over a year, the West Los Angeles community eagerly anticipated the opening of 99 Ranch Market, the Southland’s most iconic and beloved Asian grocery chain. So, when the official grand opening was announced, The Pollack Group proposed a broadcast media exclusive preview – the only way to properly showcase the 49,000-square-foot wonderland that includes live fish tanks, bakery, premium meat offerings including Japanese A5 Wagyu beef, the freshest sashimi, and so much more.
It was a smashing success. FOX11 “Good Day LA” previewed the store on November 28, the day before the store officially opened, dedicating four segments and more than 16 minutes of on-air time. Reporter Bob DeCastro tasted his way through the store, sampling xiao long bao, instant noodles, fresh egg waffles, and Japanese-Peruvian hand rolls prepared by award-winning chef Jason Yamaguchi – all available for sale at 99 Ranch Market and in its upstairs food hall.
The food hall, a collaboration with Anaheim restaurateur Leonard Yee, includes 99 Ranch’s hot deli, a beer and wine bar that serves smashburgers, and many other Asian eateries opening soon.
99 Ranch also turned to TPG for its local market expertise and connections in Westwood and West Los Angeles. The agency coordinated invitations for local business associations and government. On behalf of Los Angeles City Council District 5 Councilwoman Katy Yaroslavsky, Dylan Sittig, planning director, gave remarks and joined the ribbon-cutting ceremony with 99 Ranch CEO Alice Chen and Chairman Jonson Chen.
Since 1984, 99 Ranch Market has been a “home away from home” for Asian communities and now has 61 stores in 11 states.