In a bid to keep food prices affordable for New Yorkers, the city is getting into the grocery store business and has just issued an RFP seeking bids from branding and design firms for visual identity pitches.  

The RFP was issued by the New York City Economic Development Corporation and solicits branding ideas for what the city is calling “N.Y.C. Groceries,” a collection of city-supported grocery stores that will begin opening in late 2027.  

Bids are due June 30 and the city will hold an optional online information session about the project on June 11.   

Currently the city is planning to open five stores, one in each borough.   

“Creating a compelling brand identity for New York City’s first-ever city-run grocery stores is a key step toward delivering on the promise of making groceries more affordable and accessible,” stated NYCEDC Interim President & CEO Jeanny Pak.  

The selected firm will be responsible for: 

Per the NYC Groceries business model, the city will own the land and cover overhead costs like rent and construction. A private operator, who will be selected through a request for proposals that NYCEDC plans to issue this summer, will manage daily operations and be contractually required to pass savings directly to customers on a core basket of everyday staples.  

NYCEDC cited research indicating that grocery costs in the city have risen nearly 65% in the past decade, significantly outpacing the national average. Two sites have been selected to date to serve as store locations: La Marqueta in East Harlem,  where a 9,000-square-foot store will be constructed, and The Penninsula in the Bronx, where a 20,000-square-foot store is planned.  

The city has earmarked $70 million for construction of the stores.