How does a small grocery chain get a passionate national fan-base?

How does a small grocery chain get a passionate national fan-base? The brand has just 88 stores, but 314,000 Facebook fans, and a popular Twitter hashtag (#Wegmania). The store’s atmosphere could be the key. Wegmans was one of the first to adopt an “open-air market” atmosphere, with specialty food stations where highly-trained employees prepare food in front of consumers. “Wegmans understood that, to a younger generation, 'shopping' didn't mean filling your cart with canned peas, it meant hanging out, learning about food and eating it.” (Adweek)