If you’ve lived in Jersey City long enough, specifically the Newport area, you know the grocery struggle is real. You've got the massive ShopRite that feels like a contact sport on Sundays. You’ve got the Target that’s great for toilet paper but maybe not for a specific cut of steak. Then there’s Morton Williams Jersey City, sitting right at 105 River Drive. It’s a bit of an outlier. It doesn't feel like a New Jersey mega-mart, mostly because it’s a Manhattan transplant that brought those "big city" gourmet vibes across the Hudson.
Honestly, it’s the kind of place you go when you want to feel like a civilized human being while buying milk. It’s quiet. It’s clean. The aisles actually have space for two carts to pass each other without a tense standoff. But there's been a lot of chatter lately about who actually owns it and whether it’s changing.
The Big News: Wakefern and the Future of Morton Williams Jersey City
Let’s address the elephant in the room first. In October 2025, Wakefern Food Corp. officially finalized its acquisition of the entire Morton Williams chain. For those not deep in the grocery industry weeds, Wakefern is the massive cooperative behind ShopRite.
Naturally, people in Newport started panicking. "Is my fancy grocery store turning into a ShopRite?"
The short answer is no. Wakefern was pretty clear about keeping the Morton Williams name and that specific "upscale" identity. They even kept the original leadership—the Sloan and Kaner families—on board to run things. They know that if they stripped away the gourmet deli and the specialized international sections, the locals would just go back to ordering delivery from Manhattan.
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What’s actually different now?
Even though the sign on River Drive hasn't changed, being under the Wakefern umbrella means the store has more "buying power." You might start seeing more ShopRite-branded staples or Bowl & Basket products tucked in alongside the fancy olive oils. It’s a weird hybrid, but it basically ensures the store stays profitable in an area where rent is, frankly, astronomical.
Interestingly, the acquisition wasn't a total slam dunk. Another ShopRite operator, Village Super Market, actually tried to block the deal in court, claiming it violated Wakefern's own rules about competing with its members. As of late 2025, those legal battles were still simmering, but for the average shopper grabbing a sandwich at 11:00 PM, it hasn't changed the daily experience yet.
Why People Actually Shop Here (And Why They Complain)
If you look at Reddit or Yelp, the reviews for Morton Williams Jersey City are a chaotic mix of "I love this place" and "Why is a gallon of milk so expensive?"
It’s definitely not the budget option. If you’re trying to feed a family of five on a strict budget, you go to the Acme or the Metro Plaza ShopRite. You come to Morton Williams for the convenience and the "nice-to-haves."
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- The Deli is the real MVP. Seriously. Their prepared foods section is leagues ahead of most standard supermarkets. If you’re working late at one of the Newport towers and don't want to cook, their hot bar or custom sandwiches are a life-saver.
- The Hours. They are usually open until 1:00 AM. In a city that sometimes feels like it rolls up the sidewalks at 10:00 PM, having a well-lit, safe place to grab eggs or a late-night snack is huge.
- International Selection. Because the Newport demographic is so diverse, this location stocks a surprising amount of Asian and Indian specialty ingredients that you won't find at a generic suburban store.
But let’s be real: you pay for the privilege. Some items can be 20% to 30% higher than the competition. It’s the "Newport Tax." You’re paying for the fact that you didn't have to drive to a warehouse-sized store and fight for a parking spot.
Navigating the Store Like a Pro
The layout at 105 River Drive is actually pretty intuitive, which is rare for urban markets. When you walk in, the produce is right there, and it’s generally high-quality because they source a massive chunk of it—about 60-70%—directly from Hunts Point Market in the Bronx. Tony Tepelidis, their produce guru, has been pretty vocal about how they prioritize freshness over being the cheapest.
The "Too Good To Go" Hack
If you’re local and haven’t tried this, you’re missing out. Morton Williams is active on the Too Good To Go app. Because they have such an extensive prepared foods and bakery section, they often have surplus at the end of the night. You can snag a "Surprise Bag" for a fraction of the retail price. It’s a great way to experience the "fancy" food without the "fancy" price tag.
Online Shopping and Delivery
They’ve stepped up their digital game too. You can order through their website, and unlike the big chains that use third-party shoppers who might not know a shallot from an onion, Morton Williams often uses their own associates to pick the orders. If they’re out of something, they’ll actually call you to discuss a sub. It feels a bit old-school in a good way.
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Is It Worth the Trip?
If you live in the Newport towers, it’s a no-brainer. It’s basically your pantry. But if you’re coming from downtown or the Heights?
It depends. If you need a specific gourmet cheese, a high-end cut of meat, or you just want to shop in peace without being elbowed by someone's toddler, then yes. It’s a "quality of life" store.
A lot of people think of Morton Williams Jersey City as just another chain, but it’s really one of the few places left that feels like a neighborhood grocer, even if it is now owned by a billion-dollar co-op. The staff is generally the same group of people who have been there for years, and they actually recognize the regulars.
Final Takeaways for Your Next Visit
Don't go there for your "big" monthly haul of paper towels and laundry detergent; hit up a big-box store for that. Instead, use Morton Williams for what it's best at:
- Fresh Produce: Especially the pre-cut fruit and mixed salads—they’re a top seller for a reason.
- The Butcher: They’ll actually talk to you about the meat and give you advice on how to cook it.
- Late Night Needs: Remember that 1:00 AM closing time. It’s a sanctuary for night owls.
- Weekly Specials: Check their website or the circular at the front. They usually have over 200 items on sale, which can take the sting out of the total bill.
The grocery landscape in Jersey City is constantly shifting—Whole Foods finally opened, and ShopRite is always evolving—but Morton Williams has carved out a very specific niche. It’s the reliable, slightly expensive, but consistently "nice" option that keeps the Newport waterfront running.
To make the most of your next trip, download their app to see the latest digital coupons and check the "Too Good To Go" listings around 7:00 PM for the best deals on prepared meals.