If you’ve lived in Passaic County for any length of time, you know that not all grocery stores are created equal. Some are just places where you grab milk and bread. Others, like the ShopRite of Little Falls, basically function as the unofficial town square. It's located right on Route 46 West, and if you’re a local, you’ve definitely sat in that light trying to turn in while wondering if the parking lot is going to be a nightmare. It usually is. But people keep coming back.
Why?
It isn't just about the prices. Honestly, it’s about the fact that this specific location—owned and operated by the Cuellar family through their company, Cuellar Family Markets—has a weirdly specific grip on the community. It’s a massive 65,000-square-foot engine of food.
What Sets the ShopRite of Little Falls Apart from Your Average Supermarket
Most people think a ShopRite is a ShopRite. They’re wrong. ShopRite is a co-op under Wakefern Food Corp., which means individual families often own and run these stores. That’s a big deal. For the Little Falls location, the Cuellar family has been the face of the operation for years. They also own the stores in Passaic and Kearny, but Little Falls is often seen as the flagship of their mini-empire because of its sheer volume and the diversity of the demographic it serves.
You have college students from Montclair State University hunting for cheap snacks. You have suburban families from Totowa and Woodland Park doing the "big haul" on Sundays. Then there’s the older crowd who has been shopping there since the store was much smaller.
The layout is a bit of a maze if you aren't used to it. The produce section hits you immediately, and it’s usually solid, but the real MVP of this store is the prepared foods department. Because of the high turnover, the food actually stays fresh. You've probably seen the "Village Food Garden" concept they've leaned into. It’s basically a food court inside a grocery store. It’s got sushi, a grill, a deli that stays slammed, and a bakery that smells better than it has any right to.
The Logistics of the Route 46 Location
Let's talk about the elephant in the room: the parking.
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The ShopRite of Little Falls sits in a bit of a geographical squeeze. It's sandwiched between the highway and residential pockets. Navigating that lot on a Saturday morning at 11:00 AM requires the patience of a saint. If you’re smart, you go Tuesday night. Or very early Sunday. If you show up when everyone else does, you’re going to be circling for ten minutes.
Despite the congestion, the store's efficiency is surprisingly high. They were early adopters of the ShopRite from Home (now Order.Pickup.Deliver.) service. During the height of the 2020-2022 supply chain madness, this specific store became a hub for the region. They managed to keep shelves stocked better than the smaller boutiques nearby because of their scale.
Health, Wellness, and the In-Store Registered Dietitian
A lot of people ignore the little office near the pharmacy. Don’t.
One thing the Cuellar family pushed hard at the ShopRite of Little Falls is the "Wellness at ShopRite" program. They have a Registered Dietitian on-site. Her name is often prominently displayed near the pharmacy or the health food aisle. This isn't just a marketing gimmick. You can actually book free consultations.
Think about that. You’re in a massive corporate-affiliated supermarket, yet you can get professional nutritional advice for free. They do store tours for people with diabetes or gluten sensitivities. It’s one of those "best-kept secret" features that most people walk right past because they’re too focused on finding where they moved the cereal this week.
The store also features a massive "Health & Wellness" aisle that rivals specialized stores like Whole Foods. If you need organic, non-GMO, or specific keto-friendly brands, this is usually the best spot in the immediate Little Falls/Totowa area to find them without paying "specialty store" premiums.
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Community Impact and the "Partners in Caring" Program
If you look at the brown paper bags or the signs near the registers, you’ll see mention of "Partners in Caring." This isn't just some vague corporate social responsibility fluff. The ShopRite of Little Falls is a major contributor to local food banks like the Father English Food Pantry in Paterson.
They do the "Help Bag Hunger" events where local officials—sometimes the mayor of Little Falls or local police chiefs—actually stand at the registers and bag groceries to raise awareness. It’s a bit kitschy, sure, but it raises hundreds of thousands of dollars for local hunger relief.
Why the Staffing Feels Different
Grocery store turnover is usually astronomical. It’s a tough job. But if you look closely at the Little Falls location, you’ll see employees who have been there for a decade or more.
The Cuellars are known for being "hands-on" owners. You’ll often see Rafael or other family members walking the floor, checking the displays, and talking to customers. This level of oversight usually trickles down. While you’ll still encounter the occasional grumpy teenager at the self-checkout (it’s a rite of passage), the core management team is seasoned. They know how to handle the holiday rush—which, if you’ve ever tried to buy a turkey there the Tuesday before Thanksgiving, you know is a literal gauntlet.
Practical Insights for Your Next Visit
If you want to actually "win" at shopping here, stop doing what everyone else does.
1. The "Hidden" Hours
The store is generally open from 7:00 AM to 11:00 PM. The "sweet spot" is 8:30 PM on a weekday. The shelves are being restocked for the next day, the crowds have vanished, and you can actually hear the overhead music for once.
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2. The App is Mandatory
Don’t just wing it. The ShopRite app allows you to clip digital coupons that aren't always available in the circular. Also, the Price Plus card is non-negotiable. If you don't have one, you’re basically donating an extra 20% to the store for no reason.
3. The Pharmacy Advantage
The pharmacy at the Little Falls location is surprisingly fast compared to the standalone chains. Plus, they have a rewards program that occasionally gives you discounts on your groceries when you fill prescriptions.
4. Check the "Manager’s Specials"
Because of the volume this store moves, they often have aggressive markdowns on meat and dairy that are nearing their "sell-by" date. Look for the bright red stickers. If you’re planning on cooking that steak tonight anyway, it’s an easy way to save five or ten bucks.
Addressing the "Price" Misconception
Some people argue that ShopRite has gotten more expensive. Honestly, everything has. But when you compare the ShopRite of Little Falls to the nearby ACME or the specialized markets in Montclair, the price per unit is almost always lower here. The trick is to buy the "Bowl & Basket" or "Wholesome Pantry" store brands. Wakefern spent a lot of money rebranding their private labels a few years ago, and the quality is significantly higher than the old "ShopRite" yellow-label stuff used to be.
The store also serves as a primary location for the WIC program and SNAP benefits, making it a critical resource for lower-income families in the surrounding area. This mix of high-end organic products and essential "budget" shopping is a delicate balance that this location manages better than most.
Next Steps for the Smart Shopper
If you’re heading to the ShopRite of Little Falls this week, your first move should be downloading the app and checking the "Digital Coupons" section. Specifically, look for the "Super Coupons" that usually require a $10 minimum purchase.
Also, if you're tired of the parking lot drama, try their pickup service. It costs a few dollars (sometimes it's free if you hit a certain spend), but it saves you an hour of your life and the stress of dodging stray carts on Route 46. For those looking for specific dietary help, call the store and ask to speak with the Registered Dietitian to set up a free consultation before your next trip.
This store isn't just a place to buy eggs; it's a massive, complex machine that, if used correctly, can save you a significant amount of money and time. Just watch out for that left turn out of the parking lot—it's still a doozy.