Woodman’s Market

What Woodman’s Market does

Woodman's Market is an employee-owned grocery retailer founded in 1919 in Janesville, Wisconsin, and incorporated as a Sub-Chapter S corporation since 1998. The company operates 20 warehouse-style grocery stores averaging approximately 230,000 square feet across Wisconsin and Northern Illinois, emphasizing the lowest prices and widest selection through a direct-from-distributor purchasing model that buys in truckloads. Woodman's has been described as a roughly $2 billion revenue business and ranks third in dunnhumby's national Retailer Preference Index, behind only H-E-B and Market Basket. Most stores operate 24 hours and include sushi bars, enclosed liquor stores, and adjacent gas stations with convenience stores, car washes, and oil change services.

The company's core technology stack is centered on the ShopWoodmans.com e-commerce platform, which is powered by Instacart's Storefront Pro technology and supports curbside pickup and delivery, and the ShopWoodmans mobile app for iOS and Android that offers digital coupons, aisle-organized shopping lists, product location search, and barcode scanning. Content syndication for vendor product listings is enabled through integrations with Salsify and Syndigo, and Woodman's also operates a Vendor Portal and a Retail Media Network (rmngate) that allow CPG brands to submit new products and purchase media placements. A Dayforce biometric time and attendance system is used for workforce management.

Woodman's generates revenue primarily through in-store retail grocery sales on a fully transactional basis with no membership requirement. Online pickup orders between $50 and $99.99 carry a $4.95 fee, pickup orders above $100 are free, and delivery orders have a $9.95 fee with a $50 minimum. Ancillary revenue streams include gas and convenience sales, gift cards (including a SCRIP program requiring a $5,000 minimum for a 5% discount), liquor, and a retail media business. Woodman's accepts Discover, PIN debit, cash, checks, EBT, and WIC, deliberately limiting credit card acceptance to control processing fees and maintain its low-price positioning.

Name

Woodman’s Market

Legal name

Woodman's Food Markets, Inc.

Website

https://woodmans-food.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Woodman's Market is an employee-owned grocery retailer operating 20 large-format warehouse-style stores averaging 230,000 square feet across Wisconsin and Illinois, serving value-conscious consumers with low-priced groceries and ancillary services like gas stations and liquor stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Altoona

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. In-Store Retail Sales: Woodman's generates revenue through physical retail sales at 20 warehouse-style grocery stores across Wisconsin and Illinois. The company emphasizes low prices achieved through warehouse model purchasing directly from distributors in truckloads.
2. Online Shopping Services: ShopWoodmans.com provides online grocery ordering with pickup and delivery. Fees apply: $4.95 for pickup orders $50-$99.99, free for pickup orders over $99.99; $9.95 delivery fee for orders with $50 minimum.
3. Gift Card Sales: Sale of Woodman's gift cards. Also offers SCRIP program for organizations requiring minimum $5,000 purchase with 5% discount.
4. Gas Station and Convenience Services: Gas stations with convenience stores, car wash, and oil change services located outside stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Woodman's Market is an employee-owned grocery retailer operating 20 large-format warehouse-style stores averaging 230,000 square feet across Wisconsin and Illinois, selling groceries, natural and organic foods, international items, sushi, and liquor, supported by adjacent gas stations, car washes, and oil change services. Customers can shop in-store or online via ShopWoodmans.com (powered by Instacart) for curbside pickup and delivery, with digital coupons, weekly flyers, and a mobile app enhancing savings.

Product overview

Woodman's Market is a $2 billion employee-owned grocery chain operating 20 large-format warehouse-style stores averaging 230,000 square feet across Wisconsin and northern Illinois. The company offers a unified retail platform combining physical stores with digital services: ShopWoodmans.com (powered by Instacart) enables online shopping with curbside pickup and delivery; the ShopWoodmans Mobile App provides digital coupons, shopping lists, and in-store product location; the Weekly Flyer features promotional deals and the Find Phil sweepstakes game. Additional offerings include a Recipe Platform, Gift Cards, Vendor Portal for product distribution, Retail Media Network for brand advertising, and customer loyalty programs including the Win With Woodman's monthly sweepstakes.

Differentiator

Problem solved

Functional benefit

Brands

• ShopWoodmans.com: E-commerce website and online shopping platform allowing customers to shop Woodman's massive selection and savings from the convenience of their phone or computer with curbside pickup and delivery services.

Products and services

• Woodman's Markets Grocery Stores Employee-owned warehouse-style grocery stores averaging 230,000 square feet in Wisconsin and Illinois, selling groceries, natural and organic foods, international items, sushi, and liquor, with most locations including sushi bars, enclosed liquor stores, and adjacent gas stations with car washes and oil change services.
• ShopWoodmans.com Online Shopping E-commerce platform powered by Instacart Storefront Pro technology that lets customers shop Woodman's full grocery selection online for curbside pickup or delivery.
• ShopWoodmans Mobile App Mobile application for iOS and Android providing digital coupons, shopping lists organized by aisle, product location search, online ordering, and in-store barcode scanning for item lookup.
• Woodman's Weekly Flyer Store-specific weekly promotional flyer available in print and interactive digital formats with email signup options for each of Woodman's 20 store locations, featuring current deals and promotions.
• Digital Coupons Paperless manufacturer coupons available via the ShopWoodmans app, ShopWoodmans.com, or in-store kiosks, redeemable by presenting a Shopper ID at checkout.
• Woodman's Recipes Online recipe database featuring categories including BBQ & Grilling, Family Favorites, Diabetes Management, Gluten Free, Heart Health, Paleo-Friendly, and Vegetarian, with recipes including ingredients and nutritional information.
• Woodman's Gift Cards Physical and digital Woodman's gift cards available for purchase in-store or by mail, with online balance checking. Also offered through the SCRIP program for organizations with a 5% discount on purchases of $5,000 or more.
• Woodman's Retail Media Network (RMN Gateway) Retail media advertising platform enabling consumer packaged goods brands to drive trial and increase awareness among Woodman's customers through a dedicated brand portal (rmngate).
• Find Phil Sweepstakes Weekly sweepstakes game embedded in the digital weekly flyer where customers search for a hidden Phil Woodman image to enter for a chance to win a Phil Woodman bobblehead.
• Win With Woodman's Sweepstakes Monthly contest drawing winners from active store flyer/eNewsletter recipients and customers who complete surveys that month.
• Vendor Portal Platform for vendors to submit new products for distribution consideration, update product listings on ShopWoodmans.com, and access Woodman's brand resources and retail media opportunities.

Quantifiable outcome

• Ranked 3rd in dunnhumby's Retailer Preference Index among U.S. grocery retailers
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Edible Garden AGminorGTM or Marketing Partner · 14 January 2026Edible Garden AG launched its Pickle Party line at Woodman's Markets, expanding its presence in the Midwest with fresh, fermented, Kosher, and Non-GMO pickles and krauts. The launch represents Edible Garden's entry into the fresh condiments category.
• InstacartcoreTechnology or IntegrationShopWoodmans.com uses Storefront Pro technology by Instacart for the e-commerce platform. The partnership enables online ordering, pickup, and delivery services.
• IbottacoreGTM or Marketing PartnerThird-party savings app partnership allowing customers to link their Woodman's Shopper ID and earn cash back on manufacturer rebates. Funds can be withdrawn to bank, PayPal, or gift cards.
• Checkout51minorGTM or Marketing PartnerThird-party savings app for manufacturer rebate discounts. Cash out via PayPal or check with minimum balance required.
• FetchminorGTM or Marketing PartnerThird-party savings app for manufacturer rebates. Users scan receipts to earn points redeemable for gift cards.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• H-E-B: Texas-based regional grocery retailer ranked #1 in dunnhumby's Retailer Preference Index. Comparable to Woodman's as a regional, employee-focused, value-and-selection-oriented grocer with strong brand loyalty and similar large-format store approach.
• Market Basket: New England-based family-owned grocery chain ranked #2 in dunnhumby's Retailer Preference Index. Closely comparable to Woodman's in low-price positioning, family-led governance, value proposition, and exceptionally strong customer preference.
• WinCo Foods: Employee-owned warehouse-style grocery chain operating across the western U.S. Highly comparable to Woodman's in warehouse purchasing model, employee-ownership structure, low-price positioning, and lack of membership fees.
• Aldi: Discount grocery chain with rapidly expanding U.S. Midwest presence. Comparable to Woodman's in value-conscious customer targeting, no-frills positioning, and price-driven differentiation.

Broad incumbents

• Hy-Vee: Large Midwest-based employee-owned grocery chain operating superstores across 8+ states. Comparable to Woodman's in Midwest regional presence, employee-ownership ethos, and large-format stores with adjacent services (pharmacies, fuel, prepared foods).
• Meijer: Family-owned Midwest supercenter chain with stores in Michigan, Ohio, Indiana, Illinois, Wisconsin, and Kentucky. Comparable to Woodman's in Midwest regional concentration, large-format stores, and integrated grocery-plus format.
• Publix: Employee-owned regional supermarket chain operating across the southeastern U.S. Comparable to Woodman's in employee-ownership model, strong customer service reputation, and regional concentration strategy.
• Wegmans: Family-owned regional grocery chain known for large-format stores, prepared foods, and exceptional customer service. Comparable to Woodman's in large-store format, fresh-prepared food offerings, and regional family-led operating model.
• Costco: Warehouse club retailer with bulk purchasing and low-price positioning. Comparable to Woodman's in warehouse-style format, low-price value proposition, and fuel-station adjacencies — though Costco uses a paid membership model.

Emerging players

• Trader Joe's: Privately held specialty grocery chain owned by Aldi Nord. Comparable to Woodman's in private ownership, value-oriented positioning, and curated assortment differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLTpSLJqhc8N60EaKYHHEj-0J8pQBx3RST
• Facebookfacebook.com/WoodmansFoodAltoona
• Pinterestpinterest.com/woodmansfood

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woodman’s Market