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Santa Maria Supermarket fills a major grocery gap in a neighborhood that鈥檚 gone without a full-service store since Pick 鈥榥 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.

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

Sunday鈥檚 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.

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

The family has deep roots in the grocery business, including ties to stores in Chicago, but this marks the first time they鈥檝e 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鈥檚 southside.

鈥淲hen we saw this plaza, we just knew,鈥� Nevarez said. 鈥淚t鈥檚 quiet, it鈥檚 growing, and it鈥檚 been underserved. We wanted to be part of that change.鈥�

鈥榃e鈥檙e not Walmart鈥�

Perez and Nevarez are upfront about their pricing limitations, saying they can鈥檛 always compete with big box stores. They said their focus is on freshness, quality and service.

鈥淲e鈥檙e not Walmart or Sam鈥檚 Club,鈥� Perez said. 鈥淏ut we work hard to get products at affordable prices, and we get our supply from top distributors, including Circle, who also supply Woodman鈥檚. So, you鈥檒l see a lot of the same brands, and you鈥檒l get quality.鈥�

Nevarez added that freshness is non-negotiable.

鈥淲e know what people want: fresh meat, fresh produce. That鈥檚 what we deliver,鈥� 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.

鈥淲e鈥檝e had customers come in, grab tacos from the taqueria, then do their grocery shopping,鈥� Nevarez said. 鈥淥ne woman from Dunkin鈥� Donuts across the street told me, 鈥榊ou come in for coffee and I will come in to get groceries,鈥� We laughed and said, 鈥楧eal.鈥欌��

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.

鈥淭he support we鈥檝e felt from the community and businesses around us has been amazing,鈥� Nevarez said.

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

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

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.

鈥淚t kind of feels like home,鈥� he said. 鈥淲hen you go to places like Festival (Foods), they鈥檝e got a little aisle for Hispanic food. But this is a whole store. Everything. And it鈥檚 colorful, it鈥檚 got that energy and that family focused feel.鈥�

For years, Janesville鈥檚 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鈥檚 finally starting to change, based on his recent conversations with customers.

鈥淐ustomers are excited because they鈥檙e used to driving 15 minutes to the northside and 15 minutes back; that鈥檚 a whole hour just to get food,鈥� he said.

鈥淭hey picked a good spot,鈥� he continued, of Santa Maria Supermarket. 鈥淭here really wasn鈥檛 anything in this space. But now it鈥檚 alive again.鈥�

鈥淭his is going to be a huge asset. It鈥檚 going to help a lot of people.鈥�

The transformation isn鈥檛 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.

鈥淚t just all happened to be at the same time 鈥� we鈥檙e remodeling, the supermarket鈥檚 opening, Kwik Trip鈥檚 coming in. It brings a vibe. It鈥檚 hope,鈥� Massas-Caraballo said. 鈥淵ou don鈥檛 hear that often.鈥�

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.

鈥淚t鈥檚 not just about groceries; it鈥檚 about culture, community, and pride,鈥� he continued. 鈥淚 have a feeling that little by little, Janesville is going to be the spot you鈥檝e got to visit.鈥�

From scratch

Transforming the long-vacant property wasn鈥檛 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.

鈥淭he place was abandoned,鈥� said Perez. 鈥淲e started from scratch. But it was worth every minute.鈥�

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鈥檚 long-term viability.

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

鈥淲e recognize that an opportunity to purchase fresh produce and family staples has been a resource that has been missed by our southside residents,鈥� 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.

鈥淲e鈥檝e been working 12 to 14-hour days to get this open,鈥� Perez said 鈥淏ut it鈥檚 all been worth it.鈥�

鈥淲e鈥檙e not just a store, we鈥檙e part of this neighborhood now. And we鈥檙e here to stay.鈥�