Today we’d like to introduce you to Steph Steele.
Steph, we appreciate you taking the time to share your story with us today. Where does your story begin?
I began my affair with groceries with Whole Foods Market, and I worked with them for 24 years.
I started in the deli and worked my way up to running large format grocery stores. In 2008, I moved to Austin to be the store manager of the flagship store at 6th & Lamar. I ran that store successfully for four years. In 2012, I opened a new Whole Foods Market in the Arbor Trails Shopping Center, and I ran that store for another four years.
I decided to leave WFM (just before the acquisition by Amazon – I think I felt it coming), and I decided to go back to school. I attended St. Edwards University and gained a degree in Organizational Leadership & Communication. Towards the end of my studies, the local hotel group Bunkhouse picked me up as their Director of Operations, where I was charged with overseeing six hotels. I appreciated the working with that group, and I learned a lot. I also came to realize during this time that my heart is in the grocery business. I knew that I needed to open my own small grocery, and I got to work. I had my eye on a great little spot on South Congress where my friend Peg McCoy was running her small grocery. We talked, and it was perfect timing: Peg was ready move on to something else, and I was really ready to start my shop. Right about then, Larry McGuire of MMH (now MML) was purchasing Swedish Hill Bakery, and he asked me to come on board to project direct the remodel and relaunch of the beloved bakery. I am proud of the work we did reinvigorating that historic spot. In February 2020, I left Swedish Hill to go back to pursuing the grocery of my dreams… and what do you know, the Pandemic hit us all in March of 2020. I found myself unemployed by my own choices and bit scared. But then fortune struck when a good friend, Lou Lambert, reached out to me and asked if I was interested in working with him on the redo of an history grocery store in Fort Worth called Roy Pope. I was able to work from home consulting on the remodel and working extensively on identifying and sourcing product—work I love to do. As we all began to get our feet under us, sure enough Peg and I reconnected, and although the future was still up in the air, the timing was undoubtedly right. My Mom has always said that if you want something or can’t stop thinking that you should be doing something, you need to walk right towards it, and either doors will open or they won’t. This time, every door opened. Tiny Grocer opened its doors to a welcoming neighborhood in the middle of a pandemic right after the February 2021 ice storm. And here we are, approaching the end of 2021, and I believe we have honored the small grocery Peg built and nurtured for many years, while also updating the space to reflect my grocery vision and the products I love.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
On the eve of opening, we missed by one day(!) spoiling all of our refrigerated and frozen products. The truck was on its way to us as the now infamous winter storm hit in Texas. Fortunately, we were able to cancel that delivery at the last minute—that financial hit would have made for a hard start. The pandemic has continued to prove difficult at times – staffing and working with customers to follow the mask policy as it became increasingly politicized have been challenging.
We’ve been impressed with Tiny Grocer, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
The concept of the store is simple: I wanted a small specialized grocery store that has everything a big grocery store has with a smaller, hand-picked selection based on my many years in the business and my love of products. I find that small markets often shy away from the items that really make us special: We carry Produce. We have fresh bread and flowers. We have an incredible cheese and wine selection. We have local juices, meat, soft serve—you name it. We have a small vitamin section and body care items. I am proud of our customers’ reactions to our selections. We sell much-loved favorite brands and also introduce new products and food. The shop is beautiful because the products are beautiful, and nothing makes it into this shop without also being delicious.
Are there any important lessons you’ve learned that you can share with us?
A small store depends on a great team. My job is to create a space that is fun and takes care of the staff while delivering my dream selection of ingredients for you and your families. Our staff is makes sure the space is well taken care of, clean, stocked, fun—and they take care of our customers (you and your families). Tiny Grocer is a community, and during a time when more and more interactions are virtual, we interact face-to-face with you and with each other. Our job is to make sure that those interactions with you are fulfilling. We strive to be all about our love of food & the love of each other.
Contact Info:
- Email: info@tinygrocer.com
- Website: https://tinygrocer.com/
- Instagram: @tinygroceratx
Image Credits
Mackenzie Smith Kelley
