Encinitas: Our History and People

cuisine department, where everything is made
fresh in-store daily.
Opened in 1985 by brothers John and Pete
Najjar, Seaside Market has enchanted customers
since day one. The spacious 18,500 square foot
store—it was recently expanded from 13,000
square feet—has become a gathering place for
locals to meet for something scrumptious from the
deli counter or just to sip a fine blend of coffee.
Before opening Seaside Market, John and Pete
worked multiple jobs in San Diego just to make
ends meet. With a desire to make more money,
they began to look for other opportunities. They
reached out to a cousin and went scouting the
county for business opportunities.
“We found this space in Cardiff that was
originally a Vons store,” said John Najjar. “But,
the store had closed because they thought there
wasn’t enough business in the area.”
A group of developers then purchased the
building and remodeled it. A library was part of
the center at that time but later moved to its own
location. A grocery store opened briefly, but, “the
center just didn’t have the right mix of product
for the community,” said John.
John and Pete, along with assistance from
their cousin, leased the space from the landlord
who was anxious to bring in new tenants. They
bought the existing equipment in the store for
pennies on the dollar and Seaside Market was
born. Gradually, the old equipment was
replaced and Seaside has been an integral part of
the fabric of Cardiff ever since.
“When you become part of the community—
you live there, raise your children there—that
contributes to your success,” said John. “It
seems every customer that walks through our
door is either a friend of ours or is a friend of
our children. We’ve watched those children
grow up and have kids of their own.”
For many businesses, expansion often means
adding a second location. But, for John and Pete, it
was important for Seaside Market to expand its
current location and remain true to its roots. (Since
2013 the market has also operated a small store,
managed by Pete, inside Petco Park, home of the
San Diego Padres major-league baseball team.)
“We decided long ago not to expand to a second
location,” said John. “That was important. We live
and work in the neighborhood and we want to be
the best community market anywhere.”
That desire to be the best isn’t just idle
gossip. In 2018, the National Grocery
Association voted Seaside Market as the
recipient of the Independent Single Store of the
year award.
The Najjar brothers believe their patrons
and community members, in some degree,
take ownership in the business. In turn, it
makes them proud knowing they are doing
their part to enhance the quality of life in
their community.
G
Above: Brothers Peter (on left) and
John Najjar in their Seaside Market
in Cardiff, California, 2019.
S h a r i n g t h e H e r i t a g e F 1 4 7