Fans of Arizona’s newly opened Seafood City in Chandler haven’t yet received the full experience the Filipino grocery chain has to offer: Late Night Madness.
Why it matters: The California-based franchise periodically extends its hours to host boisterous community parties with local DJs and street food — and the Chandler store is expected to host its first such event this fall.
Catch up quick: The Chandler location of Seafood City opened on July 30, offering customers 66,000 square feet of food products from the Philippines and other Asian countries, plus a full wet market and a 10,000-square-foot food hall.
- The food hall space can be used to host events, and Seafood City has a variety in mind, including ping-pong tournaments, live music and a board game night planned for this weekend.
The marquee event is Late Night Madness, at which “attendees eat Filipino street food, buy merch and, of course, dance the night away to live DJ sets,” per the San Francisco Standard.
- Seafood City spokesperson Patricia Francisco tells Axios that the marketing team dreamed up the event a year ago when it opened its store in Daly City, California.
- The events quickly became a viral sensation, and Seafood City has since hosted Late Night Madness events at other locations.
What they’re saying: “People were so comfortable,” Francisco tells Axios. “They felt a sense of home, and they started boasting about it themselves organically. We just saw that there was opportunity to continue doing it and showcasing it in other locations.”…