Off-premise Spotlight: Caribe"We're keeping up with the Jones'" Says Edwin Pagan, owner of Caribe Beer, explaining the recent renovations to his store. Located at the corner of North 6th Street in Philadelphia, Caribe has been open for 33 years. Edwin’s father, Pete Pagan, opened the distributor with his partner, Jose Cheo in 1975. "He took a risk and it really paid off," explains Edwin. "I learned from him that it is worth taking risks in life." Following a successful but strenuous career as a deli owner in New Jersey, Edwin took over the family business 12 years ago. "I know it's important to change things up and keep them fresh. The industry has changed and I wanted to change with it. The store was dark, dingy and looked its age. It badly needed a transformation and I really wanted to give my customers an enjoyable retail experience." Edwin began renovations at the distributor two years ago and today the store looks completely different. The expansion of the building was first on the agenda. "We really wanted to have more room so the space didn't look and feel so crowded." When the corner barber shop closed, Edwin seized upon the opportunity to expand and change the facade. The store front, once completely brick, now boasts large windows with eye-catching, black fabric awnings that allow light to pour into the space and attract attention from the street. “Some people didn’t even know we were here. Customers come in now and ask, 'When did you open this place?' " To that, Edwin laughs and replies, "33 years ago...It is just so much more visible now!" The interior of the store has been beautifully renovated as well. The walls have been painted a warm, muted color that instantly makes you feel comfortable and welcome. Music is played throughout the store from a |
Edwin Pagan, owner of Caribe Beer Distributor. |
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new sound system and the place is immaculate! Warm cases are stacked neatly on the floor in attractive displays with clearly visible price cards. "I take pride in my customers and I want them to feel comfortable here," says Edwin. As well as a change in décor, Edwin installed a state of the art, six-door cold box with gravity fed shelves along an entire wall. This cooler is ideal for displaying cold cases. It gives the store a clean, contemporary appearance while providing a better shopping experience for the customers. "The cooler is always kept at 32 degrees. I make sure that I can provide the coldest beer in the area!" says Edwin. Although he understands the importance of appearance, Edwin knows that customer service is what matters most. He and his staff go out of their way to make sure their customers leave happy. "It's all about convenience. We are more than happy to do whatever it takes to please our customers." Edwin also donates beer to local benefits and sponsors several little league teams in the area. As a distributor owner, he is very conscious of his customer base and what their needs are. The distributor is located in a community that is primarily Latin and African American. Said Pagan, "90% of the beer sold in Puerto Rico is in 10 oz. cans. I had been trying for years to incorporate this package in the store and it was just not available. Finally, last year, I was able to offer my customers Coors Light 10 oz. cans and they are flying off the shelves!" |
Awareness of the economic situation of the neighborhood is also a top priority for Edwin. "I am very cost conscious and my customers seem to really appreciate it. I like to offer my customers exactly what they want at a price they can afford. I always pass on the price deals that I receive, to them." National research has shown that a retail store with a modern appearance that is clean, well lit, and easily shoppable is very appealing to customers and drives sales. Edwin Pagan has created a retail store that people are excited about! By taking the time to re-evaluate and re-invent his business, Edwin Pagan's Caribe attracts repeat customers and is extremely profitable; it is a business that he and his father can truly be proud of. 
2355 North 6th Street, Philadelphia. |
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