---
title: "Video: US Market Sets Sights on Growth With New Stores, Foodservice and Private Label"
url: https://burnaze.com/article/0763070a-992f-4377-825e-27288abbe4e3
source: "CStore Decisions"
original_url: https://cstoredecisions.com/video-us-market-sets-sights-on-growth-with-new-stores-foodservice-and-private-label/
category: "Chicken"
industry: "Restaurants"
segment: "Chicken"
published: 2026-09-11T18:12:05.000Z
modified: 2026-10-31T13:16:50.330Z
image: https://cstoredecisions.com/wp-content/uploads/2026/03/US-Market-exterior.jpg
---

# Video: US Market Sets Sights on Growth With New Stores, Foodservice and Private Label

**TL;DR:** US Market, led by founders Lal and Don Sidhu, is entering a period of significant growth and innovation, with new store designs, expanded foodservice, and a growing private label portfolio. The retailer plans to launch its own proprietary food program, US Kitchen, and a new loyalty program, My US Market Rewards Program.

*originally published in CStore Decisions on 2026-09-11. [Read the original](https://cstoredecisions.com/video-us-market-sets-sights-on-growth-with-new-stores-foodservice-and-private-label/).*

## Story

The Oregon-based retailer is evolving its store design, expanding foodservice, growing its private label portfolio and preparing to launch a new loyalty program.

US Market is entering a period of significant growth and innovation. Led by founders Lal and Don Sidhu, the chain began with a modest $200 investment and a single store in Silverton, Ore.

With new sites under construction and its private label business booming, the retailer is elevating its operations through premium design, food innovation and a dynamic company culture.

“Our brand has evolved tremendously over the past several years, and this year we’re excited to introduce the next evolution of our store design with our new Q2 prototype,” Amar Sidhu, director of business development for US Market, told CStore Decisions. “It’s a modern direction that reflects who we are today, while setting the standard for where we’re going tomorrow.”

Foodservice is central to US Market’s strategy. While continuing its strong partnership with Krispy Krunchy Chicken, the company plans to launch its own proprietary program, US Kitchen. The chain is also doubling down on private label as it heads into 2027.

“At U.S. Market, we’ve always believed that our customers should never have to choose between affordability and quality.

That’s the philosophy behind the U.S. Market private label program,” said Sidhu.

“We intentionally launched with a single flagship product, the U.S. Market Water.

You’ll see the entire U.S. Market portfolio of private label branded products deliver at exceptional quality and incredible value.

Our vision is to offer fresh, chef-inspired items that customers genuinely look forward to, from our signature Big 10 smash burger to handcrafted quesadillas, fresh bowls and seasonal innovation. We want U.S.

Market to become a destination, not just a stop.”

Complementing the food is the brand’s “Dirty Soda” program. Inspired by the success of specialty soda shops throughout the country, US Market brings tailored, non-alcoholic mocktails to the convenience level. These drinks, such as an “Old Fashioned” made with Coca-Cola and vanilla, are designed to create a destination-style atmosphere.

Plus, US Market will soon be rolling out the new US Market Rewards Program.

“We’ll be launching the My U.S. Market rewards program, allowing customers to earn exclusive rewards, receive personalized offers, save on fuel and enjoy more connected shopping experience every time they visit one of our locations,” Sidhu said.

## Entities

- Retail (sector)
- loyalty program (topic)
- CStore Decisions (publication)
- Coke (company)
- store expansion (topic)
- foodservice (topic)
- private label (topic)
- US Market (company)
- Krispy Krunchy Chicken (company)
- Amar Sidhu (person)
- Lal Sidhu (person)
- Don Sidhu (person)

---
Originally reported by CStore Decisions (https://cstoredecisions.com/video-us-market-sets-sights-on-growth-with-new-stores-foodservice-and-private-label/). Summarized by Burnaze (https://burnaze.com/article/0763070a-992f-4377-825e-27288abbe4e3).