A new look now greets shoppers at Cost.U.Less in Hilo as the store prepares to celebrate its 30th anniversary and become the first location in the international warehouse chain to debut updated companywide branding.
The store has undergone a renovation to make it more user-friendly, with an improved interior and exterior.
Customers will find a spruced-up parking lot with newly lined stalls, manicured landscaping and new exterior lighting.
A completely refreshed building with a new Cost.U.Less logo is the first clue of the new branding that customers will notice.
Inside the store, new signage will make finding products easier. Additionally, recently upgraded cash registers will make checking out more efficient.
One of the most significant changes is at the back of the store, which has been redesigned to incorporate a larger selection of fresh and perishable products, including additional tables for produce, a larger bakery area, and new freezers and coolers for chilled/frozen goods.
The wine and alcohol section also has been expanded to offer a much wider selection of popular craft beer, liquor and fine wines.
“I think people have been most excited about our new produce expansion and all the options we’ve brought in,” said manager Mike Kelley. “This has been one of the biggest changes the store has gone through, and it seems like many of our customers are enjoying them.”
Kelley has worked in the store since it opened in 1992 and has seen the store go through long periods without changes.
“We have come a long way since opening 30 years ago, and it has been an exciting journey for all of us here in Hilo to see the new brand take shape and come to life,” Kelley said. “We look forward to celebrating this momentous occasion with the community and welcoming everyone back with lots of aloha.”
The store will be hosting a four-day celebration from Thursday to Sunday.
Kahu Danny Akaka Jr. will conduct a traditional Hawaiian blessing prior to the store’s opening at 8 a.m. on Thursday.
That same day, there will be a grocery-bag giveaway to the first 50 customers, prizes, face-painting, challenges, and a special performance by musician Mark Yamanaka.
Friday will feature a chef cook-off contest featuring chef Noah Hester of Puako Provisions &Catering and chef Jeremy Van Kralingen of Ola Brew’s Hilo Tap Room. There will be food and beverage sampling, a special appearance by Miss Kona Coffee, and more prizes.
The 30th anniversary on Saturday will include live music featuring Media Music, a live KBIG radio broadcast, and special drumming performances by Hula Halau Na Pua Lei I Ka Ua Noe and Puna Hongwanji Taiko.
The last day of celebration on Sunday will have free entertainment for kids, complimentary food offerings, special performances by the Hilo High School Viking Band and Halau Hula O Kou Lima Nani ‘E, and more prizes.
“Our shelves will be full and our store will be much easier to navigate with the rebranding,” Kelley said. “We’re excited for everyone to see the store and see all the hard work the employees have put into it.”
Email Kelsey Walling at kwalling@hawaiitribune-herald.com.