the promise of deep discounts at joey franco's pw markets didn't matter to long time customers like cindy ryan. >> no, not today. wanted to say food bye. >> these people mean that much to you. >> oh yeah, absolutely. today, you know, people are everything. >> reporter: so it was anne the final day for one of the bay area's last family run supermarket chains. >> we lived in our house for 35 years and shopped here 35 years. it's really sad. >> like at the passing of an old friend customer marty bon ham remembered the old days. >> he would bring him in, he would trick or treat down the aisle and it was fun. it was like visiting, you know, grandma's house on al when. these days it's the economy that's carry. >> really sad you know, the way the economy, we all have our hopes, they are going to institute forever. that sha'ath terse a lot of hope. if something like this can close we think about what else is going on in the economy. >> reporter: p.j. markets never had the scale of upscale markets. it survived on customer service. >> customer service was very important, a lot of the big box stars