Local store owners are optimistic that this brand refresh will appeal to their target audience in Provo.

The Smith’s grocery store, located near central Provo, is getting a brand refresh after 38 years. Although the store has seen much success over the last few decades, Smith’s owners noticed sales slowing as competitors like Walmart and WinCo moved into the area.

The solution for Grace Ryland, the store’s local manager, was clear: They needed to make changes that showed that they understood the Provo community and deserved to be a part of it.

“We felt like the spirit had stopped dwelling in Smith’s years ago,” Ryland said. “We knew that that had to be why customers weren’t returning, so we decided that changing the name was the first step to repenting and inviting the Holy Ghost back into this space.”

Two days ago, Smith’s announced that they would be changing their name to “Joseph Smith’s” through an Instagram live on their official page.

Ryland enthusiastically started the live stream by saying, “Brothers and sisters, we are so excited to gather together to feel the joy of grocery shopping!” She informed the audience that the name change would take place in October 2026, with new signs and branding in the store. 

Branding Manager, Joan Smith, joined Ryland on the live stream and explained additional changes that would help the store live up to the Joseph Smith name. “We will now be referring to the food aisles as ‘pillars,'” she explained excitedly. “Our cashiers will be referred to as ‘Gatherers of Groceries,’ baggers will be called ‘Builders of Bags,’ and our shelf stockers will be called ‘Bringers of Produce.'” She added, “We will also have The Tabernacle Choir at Temple Square music playing at all times in the store for an optimal grocery shopping experience.”

Most locals that we interviewed seemed enthusiastic about the change. “I feel God in this Smith’s tonight!” said loyal customer Pam Beeson with visible tears in her eyes. 

In a personal interview, Ryland clarified that they’re still working on having “all things in common,” so patrons will still have to pay for their groceries. 

With the brand refresh, Ryland and Smith hope that Joseph Smith’s grocery will become the #1 grocer in Provo again.