The World's First Self Service Grocery Store

How a small Memphis grocery store transformed the way people shop around the world.

Founded in 1916 in Memphis, Tennessee, Piggly Wiggly changed the way the world shops. Before "the Pig" opened its doors, customers handed a shopping list to a store clerk who gathered each item from behind the counter. Clarence Saunders turned that idea on its head by allowing customers to walk the aisles, browse the shelves and choose their own groceries. It was a revolutionary concept that became the blueprint for the modern supermarket.

A Southern Fixture, More Than a Century On

More than a century later, Piggly Wiggly remains one of the South's most recognisable grocery chains. While national supermarket brands have spread across America, the Pig has stayed true to its roots, serving hundreds of independently owned stores, many in small Southern towns where the supermarket is still an important part of everyday community life.

For visitors, one of the first things that stands out is the name. Nobody seems entirely sure why Clarence Saunders chose Piggly Wiggly, and the mystery has become part of the brand's charm. The smiling pig logo is equally iconic, appearing on everything from shopping bags and coffee mugs to T-shirts and souvenirs. It's not unusual to see travellers leaving with a Piggly Wiggly shirt alongside their groceries, simply because it's become one of those uniquely Southern souvenirs.

"Stepping into the everyday life of the town you've stopped in."

A Taste of the Town You're Visiting

Walking into a Piggly Wiggly also feels different from visiting one of the major supermarket chains. Stores often reflect the community they serve, stocking regional favourites, local produce and products you may struggle to find elsewhere. Depending on where you're travelling, you might discover local barbecue sauces, Southern biscuits, fresh pecans, boiled peanuts, locally made jams or regional soft drinks sitting alongside everyday groceries.

Many stores proudly support nearby farmers, bakeries and food producers, giving visitors an opportunity to sample authentic local products rather than the same national brands found across the country. It's one of the easiest ways to discover the flavours of the South without searching for a specialty food shop.

The Pig is also a surprisingly practical stop for road trippers. It's an ideal place to stock the esky before a long drive, pick up picnic supplies, fresh fruit, snacks or drinks, and perhaps grab something for breakfast before hitting the road again.

Why It's Worth Knowing

What has helped Piggly Wiggly survive for more than one hundred years isn't simply nostalgia. It's the sense that every store still belongs to its community. Staff often know their customers by name, notice when someone is missing and happily recommend a local restaurant or shortcut. For travellers, visiting Piggly Wiggly is about far more than buying groceries, it's a chance to experience a piece of American retail history and a slice of everyday Southern life.

Proudly Local, Proudly Southern

A smiling pig, a hundred years of history and shelves stocked with the town's own favourites, the Pig is worth pulling over for..

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