Photo credit: ny.eater.com
Stew Leonard’s, a well-loved chain of grocery stores across the tri-state area, has distinguished itself for its familial atmosphere, homemade food offerings, and unique attractions like petting zoos. One particularly memorable aspect is its collection of animatronics that add a whimsical touch. While some characters, like the Holstein Family Singers and the iconic Chiquita Banana, can be found in select locations, no two stores boast the same cast of mascots. Recently, the character Diva Cheese—a lively provolone draped in a fluffy boa—has captured such enthusiasm that the store has planned a tour, bringing her to Stew Leonard’s locations in New Jersey, New York, and Connecticut.
Rich Lung, the creative director responsible for the animatronics at Stew Leonard’s, noted that in his four decades with the company, he has never encountered a reaction quite like the one elicited by Diva Cheese. After two decades of hosting animatronics in-house, the upcoming tour marks a first for the mascot program. Initially designed to perform at the Clifton, New Jersey location, scheduling complications arose due to an abundance of acts, leading to Diva Cheese’s transfer to another venue.
Customer engagement has always been a core value at Stew Leonard’s, which operates a suggestion box for feedback. When planning Diva Cheese’s tour, the company turned to its patrons for input. In a recent Instagram post, they asked, “Which location should get our New ‘Diva Cheese’ Show?” Responses poured in, with customers expressing strong preferences for various locations, underscoring the personal connection individuals have with the store.
The tour, kicking off from August 17 to September 1, will see Diva Cheese perform at the Yonkers store, with plans for additional stops this fall. Detailed information about the events is available via official announcements, though there are no arrangements for a red carpet appearance. A final decision regarding Diva Cheese’s permanent performance space will be reached in November.
“She’s incredibly dynamic, and her presence is unmistakable,” Lung shared about Diva Cheese.
While the playful spirit permeates throughout Stew Leonard’s, it operates essentially as a business. In light of rising grocery prices—a pressing concern for many consumers—it has become increasingly important to maintain customer interest. Reports, such as one from the New York Times, emphasize how the cost of produce has become a significant voter issue, highlighting the necessity for stores to create engaging experiences.
Lung explained that their animatronics often correlate with featured products, enhancing sales while also serving educational purposes. For instance, Diva Cheese promotes the health benefits of dairy and its rich calcium content.
“In today’s digital world, where children often have their phones glued to their hands, we strive to create an experience that encourages real-world shopping,” Lung observed. “When children enjoy themselves and dance along in the aisles, it creates a joyous atmosphere.” To enhance this experience, the company has been adjusting the height of the animatronics to be more accessible and interactive for younger shoppers.
Lung’s journey began with Stew Leonard’s when the only animatronic was the now-retired Sally the Piano Player. Over the years, he played a pivotal role in expanding the animatronic lineup alongside founder Stew Leonard Sr. and current animatronics specialist Scott Pokorak. The store’s dairy focus traces back to its roots in the 1920s, responding to the challenging state of the dairy industry at that time, as noted in a report by Eater.
“I essentially grew along with this company—it’s a true niche industry,” Lung remarked. “We visited Disney to garner ideas and inspiration, which made us realize we could innovate on our own.”
Discussing the financial considerations, Lung emphasized that the maintenance and creation of these characters require considerable investment. The process begins with sketches leading to a 3D model before final production. “The commitment to this creative aspect by the company is heartening,” he added, expressing hopes for introducing even more characters. He mentioned industry trends, citing that despite Chuck E. Cheese’s decisions to phase out its animatronics band, public outcry led to reconsideration of that change.
“I believe we are entering an era where we will see animatronics tour between locations more frequently,” Lung predicted, noting that Rich Milk, the energetic lead of the Farm Fresh Five, is due to begin a solo tour this fall as well.
As this playful rollout develops, feedback from fans remains steady. One social media commentator expressed their fervent attachment to the Chiquita Banana, humorously pleading for her continued presence.
Acknowledging the store’s commitment to community feedback, Lung reflected on an instance when the Avocado Girls were relocated and fans fervently requested their return.
“We had to respond to the fans’ calls,” he said. “Their affection for these characters underscores the deep emotional connection they have with our store.”
Source
ny.eater.com