Gustav Draeger standing outside the original market
OUR STORY
In operation for over 90 years, Draeger's remains family-owned and operated to this day. As the
fourth generation begins to take the reins, the company remains committed to providing its Bay Area
customers with a food experience unlike any other. Founded by Gustave Draeger in 1925 as "Draeger's
Delicatessen" in San Francisco, Draeger's has transformed through the years to become not just a
supermarket, but a "marketplace" where customers can find the highest quality specialty and gourmet
items, produce, meat, wine, liquor, prepared bakery and deli foods, flowers and housewares. Three of
four locations feature a cooking school, and the company's San Mateo location features Viognier
Restaurant, where the full food experience comes together using the finest ingredients and latest
cooking techniques. Draeger's is the place where discerning home cooks, experienced chefs and
everyday people come together to celebrate food, family and life.
Gustave Draeger's Deli Counter in San Francisco
Draeger's was founded by Gustave Draeger, who came to this country from Stettin, Prussia (now a
part of Poland) in 1903. The 14-year old Gustave first worked as a farmhand in Montana. After
moving to San Francisco, he was employed as a taxi driver, delivery truck driver, and as a
waiter. The industrious young man was able to put aside a small savings fund and, with the help
of a loan from the Bank of Italy (now the Bank of America), he opened his own business known as
Draeger's Delicatessen. This first store was located at the corner of 7th and Clement in the
newly developed Richmond District of San Francisco. Through hard work and a close attention to
quality, the business prospered. When Gustave's five-year lease was up, he opened a larger deli
a few blocks away at 16th and Geary.
Gustave's continued success with his deli encouraged him to expand into the adjoining store and
develop a full-service market. With the repeal of Prohibition in 1933, the quick-thinking
Gustave was able to obtain liquor license number one from the county of San Francisco. In the
space next to his store, he immediately opened the city's first post-repeal liquor store. His
business thrived and Gustave was soon able to build four liquor stores in the city.
Portrait of Frank Draeger
Deciding to retire in 1943, Gustave sold the business and invested a portion of the funds in a
vacant property at 40th and Taraval in San Francisco's Sunset district. In 1945, Gustave
couldn't resist developing this prime property and built the largest market in San Francisco at
the time. This was perhaps the Bay Area's first "supermarket."
Gustave leased his newly built store to his sons Frank and Gustave, Jr. who operated the business
with much success. In 1949, they ventured out of the city into the rapidly developing town of
San Mateo where they opened and jointly operated a second store. Six years later, Frank bought
out his brother and continued the expansion of the business by developing a new store near the
corner of Santa Cruz Avenue and University in Menlo Park. This location remains in operation
today. In 1959, Frank accepted a very strong, unsolicited offer for the San Francisco store. In
1964, the San Mateo store was sold because of its limited size. This enabled Frank to
concentrate all of his energies into creating what is now one of the nation's finest food
stores.
As an experienced and talented chef, Frank worked tirelessly to refine recipes and stock shelves
with the finest in specialty foods, produce, meat and liquor. At the same time, he had a team of
ten children at home who he trained daily to understand the food business. Frank's goal was to
pass on his love of the food business through daily tasting and regular entertaining. He often
discussed how food wasn't just about the taste, but all about the experience. He and his wife,
Mary, shared a passion for cooking and entertaining and were always committed to being the
consummate hosts. Their recipes live on in the stores today.
Grand Opening of one of the first Draeger's SuperMarket
As the Draeger family matured, the third generation began entering the business in the 1970s and
80s. Ultimately 7 of Frank's 10 children would become involved in the operations of the
business, and expansion became part of the plan. The Draeger family purchased the Whitecliff
Market in Los Altos in September of 1986. After a complete remodel, this store remains the
current Draeger's Los Altos location.
After eight years of research and careful planning, the Menlo Park store was also completely
remodeled in 1991 to reflect a new concept in grocery shopping. Much more than a grocery store,
Draeger's Menlo Park introduced the "marketplace" concept that focused on the experience of
food, rather than just the food itself. The store was the first to feature a second story with a
coffee bar, cooking school and party goods. The party goods section quickly transitioned to a
full offering of home goods and chefs' tools. In addition, a full-service bakery and floral
department were added downstairs.
Photo of San Mateo store from across the street
The success of the Los Altos and Menlo Park locations spurred a renewed desire to expand the
business. In 1997, Frank and the Draeger family opened what would become the company's
"flagship" location in downtown San Mateo. This state-of-the-art facility enabled Draeger's to
enhance its already famous culinary services by adding a sausage kitchen and smokehouse; fully
equipped bakery; enlarged deli kitchens; advanced wine storage facilities; a nationally known
cooking school; a complete cookware, party goods, cookbook and home goods department; a
full-service floral department; and, for the first time, a full-service, high-end restaurant
called Viognier, located on the second story of its 60,000-square-foot marketplace.
As the marketplace concept grew in popularity, the Draeger family looked to further expand the
business, and opened its Blackhawk location in 2007.
Never content to rest, the Draeger family is committed to constantly improving the products and
services which they offer their discriminating clientele. To this end, they encourage their
buyers to seek the finest specialty food products, their cooks to produce the best food
possible, and their clerks to offer the friendliest service. From its humble beginnings as a
store front deli to its proud new environment, Draeger's has never lost sight of its mission to
provide the best in food, wine, and service.