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CULTURE OF MONEY

Breaking the chains

Reporter Amy Sherman lives a week free of mega chains and discovers how linked our lives and pocketbooks are to major corporations

asherman@MiamiHerald.com

The downside: less competition. Big-box stores come into a market with low prices but the prices creep up once the local competition disappears, she said.

Buying from independent businesses is better for the local economy, Mitchell said. When you spend $1 at your local business, up to 68 cents stays in the area as that retailer buys other services locally. As much as 85 cents of the dollar you spend at a chain leaves the local area.

In Fort Lauderdale, I’ve generally received decent service at Publix and Target. But I’m often exhausted and cranky when I leave the big stores. I found shopping at small businesses to generally be more relaxing.

I had fun shopping at Fernanda’s International Food Market. The deli server was enthusiastic. A woman serving prepared foods threw in extra green beans after she rang up the price. My parking spot was only 10 feet away. The only problem was when I called later to speak to an owner or manager -- but more on that later.

Though I did buy some unusual items, I couldn’t find all the staples at small stores. When I dropped by Las Olas Chemist in search of unscented Dove soap -- the only type my husband will use -- they didn’t have it. But I did buy Green Tea soap for myself.

Here’s a sample of my shopping experience:

BOOKS

If I had wanted a Bible or a book about sex there were plenty of options. But I needed to buy R un by Ann Patchett for my book club. No luck. I searched the Internet, the independent bookstore website booksense.com and the Yellow Pages and couldn’t find any general interest independent book shop close to my home. I put my name on the waiting list at the library but the book hadn’t arrived a few days before my book club so I bought it at Barnes & Noble.

MOVIES

I assumed the Gateway movie theater was independent. It sure felt like it. There was a kiosk where movie viewers could post their comments on index cards. A movie ad for the National Guard led to a political squabble in the audience when one man yelled out "boo" and a woman retorted "communist! cowards!" Police were summoned. It was almost as entertaining as the movie, but we missed stadium seating at the big theaters. To my surprise, a brochure in the entrance revealed that the Gateway is part of the Sunrise Cinemas chain consisting of seven cinemas in the area.

COFFEE SHOP

I don’t know how Moon-Doggie’s Seaside Coffee Shack is surviving since it’s hard to spot in its massive sprawling strip mall, but there were lots of people inside. It has way more character than any Starbucks.MoonDoggie’s has a beach scene painted on the wall and pastel-painted furniture. The soup, grilled cheese and decaf white mocha made a perfect lunch. My husband raved about the cookie I brought home. A soft, thick oatmeal raisin cookie is such a simple thing but he’s tried several from various bakeries in Florida and has declared them all subpar.

Unlike a massive chain, an independent business can quickly respond to customers’ ideas. MoonDoggie’s owner Doug Birer said customers asked him to make the juice bar organic. So he did -- and raised the prices.

PIZZA

A couple of weeks before I launched my experiment I tried to order pizza from Shuck’s on the Water on a Friday night. But I kept getting put on hold and when someone did try to talk to me I couldn’t hear anything. I gave up and ordered from California Pizza Kitchen, which seemed to have the takeout business down to a science, including curbside pickup. But despite my server’s repeated promises that my pizza would come without bacon, when I arrived home it was smothered in bacon. I called and yelled at a manager who sent me a coupon, but it ruined Friday night dinner. During my no-chain week I went to Shuck’s on a weekday and ordered to go in person. No bacon -- as promised.

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