Gelson's Markets Opens New Toluca Lake Store with Digital Circular Boost

Upscale grocer leverages Ideal's digital circular technology to drive awareness and engagement for grand opening.

Published on Feb. 11, 2026

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Gelson's Markets, a premier Southern California grocery chain, has opened a new small-format store in Toluca Lake, California, with a focus on digital marketing. The company integrated Ideal's Digital Circular technology as a core component of its grand opening strategy, using targeted digital media and the digital circular to communicate promotions, store features, and event details to customers across multiple channels.

Why it matters

Gelson's innovative approach to the Toluca Lake grand opening highlights the growing importance of digital tools in grocery marketing. By leveraging Ideal's digital circular, Gelson's was able to meet customers where they already are and deliver an elevated, neighborhood experience that the brand is known for, while driving meaningful engagement across multiple channels.

The details

The new Toluca Lake Gelson's location features a sales area under 10,000 square feet but still offers the premium amenities the brand is known for, including full-service meat and seafood departments, fresh produce, grocery items, floral offerings, natural and kosher products, baked goods, gift baskets, and a curated wine cellar. Gelson's announced the store opening several weeks in advance using targeted digital media, with Ideal's Digital Circular serving as a primary tool in the grand opening digital plan.

  • Gelson's opened the new Toluca Lake store on January 28, 2026.
  • Gelson's celebrated its 75th anniversary with the Toluca Lake grand opening.

The players

Gelson's Markets

A premier upscale grocery chain operating 27 full-service supermarkets throughout Los Angeles and Orange counties, known for exceptional quality, service, and unique specialty departments.

Ideal

A company that powers more than 10,000 stores nationwide with patented interactive digital circular technology, delivering engaging shopper experiences, intelligent distribution, operational efficiencies, measurable results, and cost savings.

Rick Williams

Chief Merchandising and Marketing Officer at Gelson's Markets.

Adam Zimmerman

Co-founder of Ideal.

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What they’re saying

“Our goal with Toluca Lake was to meet customers where they already are - while using smart digital tools to deliver the elevated, neighborhood experience Gelson's is known for.”

— Rick Williams, Chief Merchandising and Marketing Officer (PRNewswire-PRWeb)

“Gelson's has been a valued partner of Ideal since 2021 and continues to maximize the efficiency and cost savings of its digital circular implementation. Their innovative approach to digital advertising sets a strong example for the future of grocery marketing.”

— Adam Zimmerman, Co-founder (PRNewswire-PRWeb)

What’s next

Gelson's plans to continue leveraging Ideal's digital circular technology to drive customer engagement and awareness for future store openings and promotions.

The takeaway

Gelson's innovative use of Ideal's digital circular technology for the Toluca Lake grand opening demonstrates the growing importance of digital tools in grocery marketing. By meeting customers where they are and delivering an elevated, neighborhood experience, Gelson's is setting a strong example for the future of grocery advertising and customer engagement.