Couple takes over 50-year-old ‘mom and pop’ shop
New owners of Seal Cove Grocery & Liquor Express plan takeout expansion
In 2021, Kristen Dwyer and her husband, Thomas, took a chance, quit their day jobs and decided to take over a 50-yearold “mom and pop” shop in Conception Bay South.
“Our friend and business partner lives in the area and we always knew it was a busy spot,” said Dwyer.
“We used to say, ‘Wouldn’t it be nice if we owned that?’ Then we found out the previous owners were retiring.”
After crunching the numbers, Dwyer discovered taking over the business was very much in the cards and decided to purchase it. By June of 2021, Dwyer and her husband officially owned Seal Cove Grocery & Liquor Express.
ACQUIRING STORE
In just three years of operation, Dwyer and her partners have turned the establishment around, winning awards in the process.
But getting here was no easy feat, said Dwyer.
“Customers worried, thinking everything would change because new and younger people are taking over,” said Dwyer.
“But it was important for us to respect the already beloved establishment. We wanted to keep a lot the same, but we also had subtle changes to make.”
CUSTOMER SERVICE ON PAR
The store had been operated by the same family, the Peddles, since 1980. While it was hard for them to let go, and it was hard for others, too.
To ensure customers kept coming, Dwyer knew customer service would have to be on par.
“We could sense the tension from the customers, so we knew we had to put our absolute all into it,” said Dwyer.
“We began treating them the way we would want to be treated. We were there for them and it wasn’t long before people started coming around.”
BECOMING AN ENTREPRENEUR
Another hurdle Dwyer had to overcome was learning how to run a business.
“I was pretty shy and introverted before, so having to deal with the general public was frightening, but after a while, it became easier,” she said.
“After that hurdle, I had to learn to become more organized, how to be an entrepreneur, and I caught on quickly.”
As she became more comfortable in her role, Dwyer started bringing in small changes, such as having a social media presence.
“We use it to promote collaborations with local businesses,” she said.
‘WORKING TOGETHER’
Dwyer said Seal Cove Grocery collaborates with other C.b.s.-based businesses such as Doughboys, Volcano Bakery, and Newlander Meats.
“Back in the day, it was a competition, no one wanted to see anyone doing good,” she said.
“There’s lots of room in C.B.S. for us to get along and they’re all good people and business owners. So, instead of working against each other, we are working together.”
AWARD-WINNING SUBS
Through a collaboration with Doughboys, Dwyer added, they have created a line of subs they make in-house, which they are most known for.
“It was word-of-mouth how it got out there. People were coming from all over,” said Dwyer.
Since 2021, Seal Cove Grocery has won Best Sub and Sandwich for St. John’s Community Votes.
“We are vying for three years in a row for best sub. We have also won best convenience, grocery and general store,” said Dwyer.
At Seal Cove Grocery, customers can get a pizza sub, a turkey bacon sub or a turkey bacon chipotle sub. Each one is made with Doughboy’s bread and Newlander’s meat.
“We pump out about 500 to 600 subs a week,” added Dwyer.
‘BETTER THAN GROCERY STORES’
Another contributing factor to their success is their prices, which are better than grocery stores, Dwyer said.
“If I had a delivery truck drop off our inventory, then I would have to go with the same prices,” she said.
“I go to the grocery stores every week for our inventory. If we buy from Costco and mark them up a margin they are still cheaper than what Walmart sells for. If dish soap is $7.99 at Dominion, it’s $3.99 here.”
Dwyer said being able to offer these prices, given the rising cost of living, allows her to sleep well at night.
TAKEOUT EXPANSION
Seal Cove Grocery is preparing for its first expansion, offering a new addition to its services. For many years, the store shared a space with the post office, which moved in January 2024. Dwyer is ready to avail of the space.
“We plan to open a takeout and we are calling it ‘Brody’s’ after our little boy. He is six,” she said.
They are starting with pizza. They’ve already purchased a pizza oven and have approval from the town. She anticipates opening in the summer.
“Currently, we are working on renovating the store layout to accommodate the takeout spot. We hope to include fish and chips and ice cream by the time we open as well.”