A brighter, redesigned, upgraded Price Rite Marketplace opened Friday morning on Dalton Avenue.

The 25-year-old grocery chain is re-branding all of its Massachusetts locations with a goal of an improved customer experience.

People were lined up before 7 a.m. for the 8 o'clock opening. The temperature was a seasonable 15 degrees so there was a fair amount of foot shuffling and blowing into hands. By 7:30, the number grew to several dozen and by the time 8 o'clock neared, it was close to 200 and stretched right around the perimeter of the parking lot.

The first 400 customers received a $20 gift card. They ran out within the first 45 minutes.

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