More Than a Grocery Store: Inside Jay & Suzie’s NOFRILLS
Jay has been part of the Stony Plain Road neighbourhood for more than 20 years — long enough to know the regulars, the side streets, and the rhythm of the place. So when the local NOFRILLS came up at the end of 2024, taking it over with his wife Suzie felt less like a business decision than a natural next step: a way to put their name on a street they were already part of.
You'll usually find Jay somewhere in the store these days, restocking a shelf, talking with a customer, or sorting out the week's flyer deals. We sat down with him to talk about what a neighbourhood grocery store can really be, the regulars who make the job worth it, and where he hopes to see the road go from here.
Visit Jay & Suzie's NOFRILLS
15726 Stony Plain Road NW, Edmonton
Don't miss the weekly flyer deals on Instagram → @jayandsuziesnofrills
More Than a Grocery Store
What role does NOFRILLS play in the neighbourhood?
We're here to keep food affordable — that's the job. But a grocery store can be more than a place to buy groceries. Ours is somewhere neighbours run into each other, where local organizations partner with us, and where people know they'll be made to feel welcome. The goal is simple: help feed the community while being a real part of it.
What do you enjoy most about the people who shop here?
The relationships, easily. We see a lot of the same faces every week, and over time you get to know their stories and become a small part of their routine. That's what makes the job worth doing. It's the people who make the store, not the shelves.
A Seat on the Board
You serve on the SPRBA Board of Directors. What made you want to get involved?
A real love for the area, and a belief in what it could become. I've got a business here and a long history here, so I care how it does. The board is a chance to actually do something about that — advocate for local businesses, push on economic development, and work alongside other people who are just as invested. To me, a business is part of the community, not just the economy. Getting involved is how you help make the whole neighbourhood better, not just your own storefront.
The Neighbours, and the Road Ahead
Favourite local spots along Stony Plain Road?
Honestly, that's like being asked to pick a favourite child. But the ones closest to us are practically neighbours: Hap's Hungry House is just up the road, and Celebrate Gluten Free and Best Donair are a short walk the other way. There's plenty more worth a stop further along, too.
What do you hope to see for the district down the road?
I'd love to watch Stony Plain Road keep growing into a place people are proud to call home — a stronger draw for residents, businesses, and visitors — without losing the character and sense of community that make it what it is. The potential here is real. We just have to keep building on it, together.
Next time you're in for groceries, keep an eye out for Jay — he's usually on the floor, working alongside his team and happy to say hello. You might also run into him at an SPRBA event or the annual Jasper Place Arts Festival. And whatever you do, don't leave without checking the weekly flyer.