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Wa'P! 3+444f Va4-"4 Pechin's MartBreaks Many Rules, but I'{ot The One on Pricing Funky Discount Center Lures Bargain-Seeking Throngr To Pennsylvania Hamlet By Sus.l,N C*nY Stolf Reporter otTrn WALL SmEET JoURN L DUNBAR, Pa. - Sullivan D'Amico fl gures there must be a worse Iocation for a shop- ping center than the woods outside tlis Allegheny Mountain hamlet, but he isn't sure where it is. To be safe, he calls his site the worst location in the world. Isecond To get there, you take highway 119 to about 50 miles south of Pittsburgh and fol- low the landmarks: left at Butchko Bros. junkyard, right at the Sons of Italy l-odge right again by the limestone slag plant. Then follow the hand-painted sigr at the 833, fork in the road toward the clearing down by Gist Run Creek. There sits a ramshackle collection of low' yellowish buildings arranged around a rutted parking lot. Go inside the grocery store and you will find, under the dim lights, aisle after unmarked aisle filled with high stacks of merchandise arranged in no discernible order. The goods are piled on a floor part concrete, part linoleum and part undulating planks. The roof sags, and leaks when lt planks. 'iains. The floors could stand a good sweeping. But low-proflle as this isolated establish' ment is, its prices are lower still, and as a result the place has one other notable fea' tur€: a throng of highly motivated shoppers grabbing the bargaln merchandise fmm wherever they flnd it-not necessarily ex' cluding other people's shopping carts' "Dress down when you shop here," advises one customer, Ed Gaus of Cumberland' Md. "And be prepared for the search and seizure method of finding groceries." Cheap Eats The name of the place is Pechin's' pronounced with a long "E," and among the budget-conscious hereabouts it is celebrated. Though the discount goods range from baby clothes to rifles, t}te prices at the cafeterla will do for an illustration: Coffee is a nickel; homemade doughnuts, too, are five cents;-a hearty meal of meat, potatoes, a vegetable and a roll is ?9 cents. nla and parts of Ohio, Maryland and West Virginia. Their mostly American-made cars and trucks arrive decorated with bumper stickers that read "Hungry? Eat Your Im' port" or that laud the National Rifle Assoclauon. i' n8U The supermarket is the centerpiece, and its customers buy in volume. Marcella Pugh, who lives 40 miles away in Daisytown, Pa.. is loading her car with $320 in groceries that she and her daughter have bought. "It's funky here, but tle prices are right," she says. That is because the owner also buys in volume, and only what he can get at a good price. Mr. D'Amico deals directly with manufacturers and buys only specials. His 300 nonunion employees earn between the minimum wage to a top of $7 an hour. And, although Pechin's does provide shopping bags and employees to help trundle tJtem out to customers' cars, it doesn't spend a lot of money on such extras as bright lights, piped-in music, advertising-or even clean restrooms. Rationing Meat Compared with the average supermarket's yearly sales of about $7 million, or perhaps $16 million for the sprawling ones that include goods like houseplants and auto parts, Pechin's gTocery sales totaled about $30 million last year. In a single day, meat manager John Agona says, his department goes through 1? cattle carciuses and 100 cases of chicken. Meat is sold too cheaply to make a profit. Rib steaks, graded good rather than choice, were going for $2.29 a pound on a recent day. As a result of the policy, the scene around the meat counter is often a melee, and the store has to resort to rationing. "People will kill to get those meats," says Tracy Robb, a Pittsburgh travel-agency manager. Competitors are somewhat less fond of Pechin's. One says tlat "we try to ignore" tJte place. Another insists Pechin's isn't really a comp€titor because it has limited variety and is "filthy.?' But Dale Moss, the owner of a modern, full-service supermarket a few miles away in Uniontown, Pa., says Pechin's simply is after a different crowd than his "more upscale" clientele. "Pechin's customers accept their shopping tour more as a challenge than as a pleasure," Mr. Moss contends. "A husbandwife team pulling a shopping cart through that parking lot in the winter-now that's a challenge." But Maxwell Scherb, an inspector for the state agriculture department, gives the owner credit. Mr. D'Amico "knows his audience," Mr. Scherb says. "Haagen-Dazs ice cream and Godiva chocolates aren't going to in Dunbar, Pa." Mr. D'Amico opened here in The emporlum attracts malnly blue-col' move big lar flocks from all over western Pennsylva' .r Jw.w^-a Pleaselurn 1947, to Page 14, Column buying 1 Pennsylvania Market Breaks Many Rules, iBut Not One on Prices +1. .+] " ;i: :lfrit Continued From First Page tne grocery business his nelghbors oper- ;,gted ln the basement. By then, Dunbar's '. ilory days were already behind lt. It had ,[een a thrtving lron.maklng center ln the ;UltI century, the scene of lnnovations that ,lfwolved the use of coke and ot]er pro:-Cesses. Pechin's ls narned after an early presldent of the now-defunct Dunbar Iron Wbrks. The present supermarket, begun wlth 2,1ffi square feet of floor space, grew to 50,000 as Mr. D'Amlco tacked on addltlons, Wth help from his son Donald, 42, he also added such shops as a drugstore, a farm-supply and hardware store and a clothing store. A boutlque lt lsn't. Numerous signs polntedly state that "clothing must be tried on ln dresslng rooms, not in the aisles." The elder Mr. D'Amico, a friendly man of 60, admlts that his place isn't fancy-looking but says, "We Just have to keep working at it. It's a lof better than it has been." He adds, "Our priority is to $ve good values." Frequent visitors warn agalnst shopping here around the third of each month, Just af- ter welfare and Soclal Security checks arrive in the mail. Mr. D'Amico says the gro- cery store handles such a crush of food stamps that inspectors often think "there must be some hanky-panky going on." And the cafeteria is particularly jammed on Mondays, because the elderly can eat for free-yes, free-that day. Senior-citizen cen- ters send busloads of people in, and, of course, they shop as well as eat. This and the meat are obviously loss leaders, but Pechin's seems to ignore as many merchandising maxims as it honors: isn't convenient, isn't aesthetic, it doesn't advertise much, and it isn't open Sundays. One competitor says the place "de. It it fies everything we know as modern market- ing." Mrs. Robb, the Pittsburgh travel agent, sees it another way; Pechin's, she says, a shopping trip back in time." . . "is