Gateway Supermarkets - Jacksonville, FL
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| Courtesy of Will Newberry (Flickr) - July 13, 2025 |
Winn-Dixie #108 | Former Publix #731
Gateway Town Center
5210 Norwood Avenue
Jacksonville, FL 32208
Following on the heels of my post covering the Jacksonville Sing Store #4 and Publix #177, today we are returning to Florida's largest city to look at a store that I've never personally visited. I may not like covering places I've never seen for myself; however, special circumstances bring about special exceptions. In the case of Winn-Dixie #108, those special circumstances revolve around my hesitation to venture into the notorious Norwood neighborhood of Jacksonville.
Thankfully, several friends of the blog have done such and kindly shared their photos with me. I'd personally like to thank Charles Burgess, Keith C., and Will Newberry for graciously allowing me to use their pictures. All of them survived their visits to this store, and all three of them similarly said that this store isn't exactly in the best part of town.
The latter statement is precisely why this store has such a rich legacy. Let's see why.
*Unless otherwise stated, the opinions in this post do not reflect those of the original photographers.
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| The Florida Times-Union (Newspapers.com) - Publix #49 Grand Opening - August 28, 1959 |
Former Winn-Dixie #?? | Former Publix #49
Gateway Shopping Center
5564 Norwood Avenue
Jacksonville, FL 32208
Circling back to my last post, I mentioned that Publix #177 was the company's fifth attempt at the Jacksonville Market and joined three other Publix stores when it opened.
You may wonder why I didn't say Publix' fourth location in Jacksonville, and that is because the Lakeland-based grocer tried – and failed – to penetrate the Winn-Dixie homeland back in 1959 with store #49, right here on Norwood Avenue. Publix' Gateway into Jacksonville apparently slammed back in the company's face considering how good 'ole #49 was literally consumed by the competition after less than three years in business.
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| The Florida Times-Union (Newspapers.com) - July 6, 1958 |
The new Publix opened as part of the brand-new North Gateway Shopping Center developed by Zenith Properties. It was slated to be joined by a G.C. Murphy variety store, J.C. Penny, Setzer's Supermarket, Walgreens, and Western Auto. By the time the development opened on September 1st of the following year, the shopping center had dropped the "North" designation from its name, leading it to simply be known as Gateway Shopping Center. Furthermore, the Setzer's had been swapped for a Food Fair (following the latter's purchase of the former) while W.T. Grant also joined the mix of retailers.
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| The Florida Times-Union (Newspapers.com) - August 2, 1959 |
Publix opted to build one of its then commonplace, and now iconic, 25,000 square-foot "Wing" stores at the north end of the plaza adjacent to the W.T. Grant variety store. Founder George Jenkins was in attendance for the supermarket's ribbon cutting on September 1, 1959.
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| The Florida Times-Union (Newspapers.com) - September 1, 1959 |
At the time, Gateway was Jacksonville's largest shopping center; moreover, it was one of the first major attempts to lure customers away from the central downtown business district and into a newfangled concept known as the automobile suburb.
The new development had the perfect parcel of land to do so, considering how the 43-acre property had room to park over 2,000 cars, was situated adjacent to the brand-new I-95 expressway, and featured fully air conditioned stores & covered exterior walkways. It was a suburban dream, to say the least.
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| The Florida Times-Union (Newspapers.com) - September 1, 1959 |
Probably one of the strangest things I've found about these early shopping centers is how they often featured two grocery anchors. In addition to the 94-foot self-serve meat case and 12 checkout lanes at Publix, the neighboring 26,000 sq ft Food Fair also offered shoppers 15 self-service and 3 counter-service departments (seafood, coffee, and health & beauty aids) at the opposite end of the center.
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| The Florida Times-Union (Newspapers.com) - Publix #49 Weekly Ad - March 8, 1962 |
For one reason or another, it seems that the new Publix store proved unpopular with area shoppers. Between November 1961 and the store's closure in March 1962, Publix advertised this location as the "Publix Market Discount Food Center" – the only one of its kind, as far as I'm aware. That sounds like desperation to me!
It appears that area residents were not warm to the perceived higher prices at a Publix, causing the Lakeland grocer to approach the new market from a different angle.
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| The Florida Times-Union (Newspapers) - Winn-Dixie #74 Soft Opening - March 15, 1962 |
In the end, the Beef People happily stepped in to relieve Publix of its misery on March 15, 1962, by announcing that S&H Green Stamps were still offered at the "Great new Winn-Dixie." This store didn't officially have its grand opening until April of that year, but it seems like WD wasted no time in moving in.
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| The Florida Times-Union (Newspapers.com) - October 13, 1967 |
The shopping center (and later, the enclosed mall) seemed to hold its own in the Jacksonville retail scene for several decades. On October 12, 1967, the enclosed and air-conditioned portion of the complex was opened for business, offering shoppers a larger J.C. Penny department store along with a new Montgomery Ward and 30 smaller tenants.
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| The Florida Times-Union (Newspapers.com) - January 11, 1977 |
Following a presumably quick conversion, the plaza's original Winn-Dixie store eventually adopted The Beef People's standard look for the time. I still would have loved to see a Winn-Dixie with wings!
While Winn-Dixie was still licking its chops over its Publix purchase from a decade-and-a-half prior, its neighboring supermarket was on the move.
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| The Florida Times-Union (Newspapers.com) - September 27, 1977 |
Former Winn-Dixie #74 | Former Sun Supermarket | Former Pantry Pride
Gateway Marketplace Mall
5290 Norwood Avenue
Jacksonville, FL 32208
Pantry Pride, which succeeded Food Fair a decade earlier, announced plans to construct a new 33,000 sq ft store at the east end of the complex along Norwood Avenue.
The new Pantry Pride opened its doors on September 27, 1977, and offered shoppers the chance to win a 25" color TV console in maple finish while picking up some Sunnyland sausage and a fully cooked dinner from the "new look" store.
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| The Florida Times-Union (Newspapers.com) - January 17, 1985 |
The old Pantry Pride became a Sun Supermarket, Pantry Pride's then-new warehouse discount concept, in 1984 before eventually closing and liquidating in early 1987.
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| The Florida Times-Union (Newspapers.com) - June 28, 1985 |
By the mid-1980's, the surrounding residential areas that the shopping complex initially helped to catalyze were beginning to decline. The shopping center-turned-mall thus began to suffer thanks to middle and upper class residents moving to newer, more distant suburbs. Likewise, the property owners decided that 1985 was the perfect time to give the center a facelift in attempt to bring some of that business back.
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| The Florida Times-Union (Newspapers.com) - November 24, 1985 - Notice how this store has maintained the Save and Pack road sign frame into 2025. |
Former Welcome #113 | Former Save and Pack | Former Woolco
Norwood Plaza
5301 Norwood Avenue
Jacksonville, FL 32208
Meanwhile, changes were brewing across Norwood Avenue. Following the closure of Woolco stores nationwide, the location adjacent to Gateway was transformed into a Save and Pack (that post is due for a bit of an update) discount warehouse food store. (A different Woolco, likewise, was transformed into the city's first Sam's Club.)
This newfound threat of a 100,000 sq ft superstore undoubtedly sent shockwaves through the grocery anchors across the street: many of which were already doing their best to remain relevant in a declining area of town. However, the biggest threat arrived midway through 1987.
Enter Welcome. Or Kroger, to be more specific.
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| The Florida Times-Union (Newspapers.com) - August 30, 1987 |
Kroger is no stranger to trying – and failing – to enter the Florida grocery market. On the other hand, things weren't so cut-and-dry for the Cincinnati-based chain's expected outcome back in the 1980's. My friend, Retail Retell, explained in detail the highs and lows of Kroger's earlier attempts in the Sunshine State, including the Welcome warehouse format over on My Florida Retail.
Regardless, Winn-Dixie couldn't be caught flat-footed on its home turf and likewise decided it high time to upgrade its well-seasoned Gateway store.
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| The Florida Times-Union (Newspapers.com) - December 17, 1987 |
The Beef People responded by moving from the circa 1959 Publix space to the circa 1977 Pantry Pride store across the parking lot. Once vacant, the old Publix space became a CareerCom School of Business by 1990.
In spite of all this, the mall was still losing tenants without left and right. The new Winn-Dixie #74 only lasted until November 16, 1994, when the company stated that expansions at the nearby store #50 (currently Harveys #1694) rendered the Gateway location obsolete. The area around Gateway Mall continued to decline, and the mall itself was especially suffering following the loss of J.C. Penny in 1992. By 1994, the shopping plaza was only able to boast a 40% occupancy rate.
Three short years later, the center was at 23% occupancy and was in desperate need of rescue. That's when the drastic changes began.
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| The Florida Times-Union - Publix #731 Ground Breaking - 1999 |
As if Publix couldn't get enough of Gateway Shopping Center, the merchant decided to try for round two by opening store #731 as a shopping center out-parcel during the complex' third (or so) revival. This sure smells like another Publixity stunt to me because I know dang-well that the supermarket giant would never opt to build a tiny 28M store here if they had felt confident in the neighborhood.
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| The Florida Times-Union (Newspapers.com) - June 28, 2000 |
Prior to this store opening, Publix also showed interest in expanding to other "economically undeserved" communities in Jacksonville, such as Eastside or Durkeeville, if the new Gateway Mall location was a success.
It appears that this store was not a success. Those stores never came.
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| The Florida Times-Union (Newspapers.com) - June 27, 2000 |
The decision by Publix to open a second store at Gateway followed on the heels of accusations that supermarket chains were intentionally side-stepping lower income communities and creating food deserts.
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| The Florida Times-Union (Newspapers.com) - September 9, 2000 |
Despite the chains' denial, it is obvious that there was incentive for these grocers to deal with the "hassle" of opening stores near Jacksonville's downtown core. The stores seemed to prioritize locations in higher income neighborhoods because, in the end, higher disposable income equals higher sales per square foot.
At least all of the publicity this store generated resulted in a number of newspaper photos: just take a look at the old bakery!
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| The Florida Times-Union (Newspapers.com) - October 28, 2000 |
If you would like to learn more about the history of Gateway Shopping Center / Mall / Town Center, The Jaxson wrote a nice piece on the rise and fall of the complex that I'd encourage you to check out. They also have a piece on the broader Norwood neighborhood that is a worthwhile read.
I'd like to thank my research partners Henry H. & Kyle H. for their recent topical discoveries on these stores.
If all of that was confusing for you, I apologize. That fever-dream of research was not at all my intention and simply stemmed from me uncovering more-and-more clues along the way. To make things a bit clearer, I put together this map of the six supermarket buildings discussed in today's post.
The story began with the green Publix pin at the top of the image and continued with the blue Food Fair marker on the left. The adventures continued with the blue Pantry Pride store in the middle of the map paired with an honorable mention of the white Big Star in the top right. A challenge from Safeway and Kroger shook things up in the teal former Woolco, while our story is concluded with the green Publix pin at the bottom of the frame. Let's see how that tale goes.
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| Courtesy of Fe Fe (Google Maps) - June 2017 |
Despite this store's reputation, corporate leadership didn't allow Gateway Mall's second Publix to turn into a time capsule. Yes, yes, this store's exterior appeared to be from the Art Deco days of Publix design, but the building was otherwise a modern supermarket from the late-1990's.
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| Courtesy of Sunkissed Wonder (Google Maps) - April 2018 |
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I'll go into more detail later, but this store was the last 27M to still feature the original aisle layout. For now, just make note of the long bunker freezer off to the left.
In the end, #731 still lasted longer than its predecessor, but the "new" store on Norwood Avenue would eventually succumb to the same fate as #49 and close without replacement. After nineteen years in business the Publix at Gateway Shopping Center closed its doors for good on December 28, 2019. Area residents, especially those who live in the nearby Twin Towers apartments, were devastated.
Winn-Dixie was, once again, quick to capitalize on the opportunity and opened store #108 on February 12, 2020; two months is quite the impressive turnaround for a remodel.
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| Courtesy of Will Newberry (Flickr) - July 13, 2025 |
As I sit here sipping a glass of Know & Love Sauvignon Blanc, I figure now is the time we take a look at the Norwood Avenue Winn-Dixie in its current form.
This drone shot from Will does a great job of showcasing the three eras of Winn-Dixie here in Brentwood. The original Publix / Winn-Dixie store has since been subdivided by Five Below and Dollar Tree, while the second incarnation of WD now hosts a Planet Fitness and a Family Dollar. The old Save and Pack / Welcome can also be seen in the distance.
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| Courtesy of Charles Burgess - July 2025 |
After a quick signage swap and a fresh coat of paint (that already needs topping off), this store was ready for action. It isn't often that you can say Winn-Dixie beat Publix twice in the same shopping center!
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| Courtesy of Charles Burgess - July 2025 |
I've heard from multiple people that the area is a "daylight hours only" kind of place to visit, and I suppose that is the reason why I spent my limited time in Jacksonville elsewhere.
In the end, it worked out well because I was able to get photos from both Charles and Keith of the supermarket's interior; both could have taken a few more photos, but together, they create a relatively complete set. I also can't fault the two of them for what they managed to capture – they were both braver than me to actually step foot inside!
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| Courtesy of Charles Burgess - July 2025 |
Speaking of the inside, the first question that comes to mind is, where did the singular Harveys cart come from? I guess it traveled all the way from #1694?
Keith mentioned that, "It was the only Winn-Dixie I'd seen with Aldi style quarter-lock carts, which I assume is to do with trying to tamp down on cart theft."
I only see two of the quarter carts in Charles' picture from earlier this year, but that doesn't mean this store didn't have more before. After all, Winn-Dixie hasn't exactly bought quality buggies in recent history . . . I was recently in a store that still had the black carts from circa 2010, and they seemed to be in better shape than most of the carts I see from 2020!
I've seen those coin mechanisms in other Winn-Dixie stores, but I have yet to see them actually in use. Maybe they were part of a pilot that was never fully realized?
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| Courtesy of Charles Burgess - July 2025 |
Although some shots, like this one of the front end of the store, turned out nearly identical between Charles and Keith's photo sets, many others took an entirely different approach. That's part of why I appreciate seeing other people's pictures of a store and why I often encourage others to photograph places I've already been to. If you need an example, just compare my photos from former Winn-Dixie #184 in Quincy to those taken by Charles and Ryan Brotherston. I urged both of them to stop by after my first visit, and they delivered some very nice perspectives of a place that is now simply history.
I'll also point out how Winn-Dixie turned Publix' old pharmacy into a "floral" alcove featuring various snack foods. I wonder if all of these unhealthy items were moved from the front of the store following the recent Blue Zones initiative.
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| Courtesy of Keith C. - March 2023 |
Taking a look down aisle 1, we find the deli and bakery right where Publix had left them. The main difference is that shoppers now have to settle for Lip Lickin' Chicken rather than a Pub Sub.
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| Courtesy of Charles Burgess - July 2025 |
Publix' old specialty cheese and deli salad cases remained in front of the service meat counter; I've just never seen so many EBT stickers on a cheese island before.
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| Courtesy of Keith C. - March 2023 |
This store has a center cut-through aisle which separates the conventional front grocery aisles from the produce department and several short "sideways" aisles.
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| Courtesy of Keith C. - March 2023 |
Interestingly enough, both Charles and Keith took a photo of the old Publix drink cooler situated between aisles 5 & 6.
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| Courtesy of Charles Burgess - July 2025 |
I am really curious to see how the Blue Zones initiative changed this space because this store was previously chock full of unhealthy impulse buys!
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| Courtesy of Charles Burgess - July 2025 |
In the back right corner, we see yet another alternate reality in the form of the meat and seafood counters. Everything here, even the fixtures, is straight out of a Publix – just reskinned to match The Beef People's Down Down look.
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| Courtesy of Keith C. - March 2023 |
Another comment from Keith was that, "I just remember it was a bit of a compacted layout for a newly opened supermarket." I can understand why, given Publix' unique and confusing aisle layout. Just look at how this grab & go cooler blocks access to the soft drink aisles behind it.
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| Courtesy of Keith C. - March 2023 |
As I alluded to, this prototype of Publix store features a set of 9 conventional aisles at the front of the space which empty into a center cut-through, providing quick access from the deli to the produce department.
Originally, the next bank of aisles that separated produce from seafood ran perpendicular to the front of the store, as we still see with aisles 10 & 11 in here.
Publix typically rearranged this small set of aisles to act as a continuation of the front aisles. Publix #731 never received this realignment, which indicates to me that corporate leadership was simply watching the clock on the building's lease and waiting for it to expire. It's an interesting time capsule, that's for sure.
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| Courtesy of Charles Burgess - July 2025 |
Looking toward the meat department, we find yet another display of sugary soft drinks.
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| Courtesy of Keith C. - March 2023 |
Winn-Dixie surprisingly decided to replace Publix' old open-topped freezers with these enclosed models. Why didn't they bother to do the same in their own legacy stores?
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| Courtesy of Keith C. - March 2023 |
It appears that aisle 10 is the only one of the strange "sideways" aisles to have been assigned a number.
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| Courtesy of Charles Burgess - July 2025 |
Finally, something healthy to look at!
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| Courtesy of Charles Burgess - July 2025 |
Turning around, we find aisle 8 which is accented by Publix' original dairy cases (and more candy).
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| Courtesy of Charles Burgess - July 2025 |
Our parting shot from the store showcases a banner honoring Martin Luther King which hangs above the vestibule doors. I can't recall ever seeing an MLK banner in a supermarket, much less in July . . .
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| Courtesy of Charles Burgess - July 2025 |
I hope y'all enjoyed this side adventure to the Brentwood neighborhood; I certainly learned a lot. While we now know that the plaza's original Winn-Dixie store is occupied by the Dollar Tree on the left, the nearby Truist bank branch still sports some mid-century Winn-Dixie styling inspired by the old adjacent supermarket. It may not be a vintage WD, but it comes close!
I'm not yet sure what my next adventure will be, but I'm sure that you'll enjoy it. Also, thanks again to all of the people who helped to make this post possible.
Until next time,
- The Sing Oil Blogger
