Address: 29411 John R Rd, Madison Heights, MI
Phone: +1 248-588-8383
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Overview
Kim Nhung Superfood is a large Asian supermarket serving Madison Heights and surrounding communities. Known for its authentic Asian groceries, fresh produce, and live seafood, it also acts as a cultural hub for the local Vietnamese population.
Since 2007, owner Hang Phonrath and her family have run the store, ensuring customers have access to both everyday essentials and hard-to-find specialty ingredients without traveling far.
Quick Info
| Category | Details |
|---|---|
| Store Type | Asian Supermarket & Community Hub |
| Owner | Hang Phonrath & Family (since 2007) |
| Payment Methods | Credit Cards, Debit Cards, NFC Payments |
| Accessibility | Wheelchair-accessible entrance & parking |
| Amenities | Restroom available, No Wi-Fi |
| Specialties | Examples |
|---|---|
| Fresh Produce | Leafy greens, bok choy, exotic fruits |
| Seafood | Live crabs, fresh fish on ice, frozen shellfish |
| Specialty Items | Hard-to-find Asian ingredients, trendy snacks, Korean skincare |
| Prepared Foods | Bánh mì, sushi, pre-cut fruits |
What Makes It Special
1. Authentic & Extensive Selection
- Groceries from Vietnamese, Thai, Chinese, Filipino, and Korean cuisines.
- Exotic herbs, spices, and fresh vegetables.
- Wide range of sauces, noodles, rice, and snacks.
2. Fresh Seafood & Meat
- Live tanks for crabs and fish.
- Fresh seafood on ice and frozen varieties.
- High-quality meats and poultry.
3. Community-Centered
- Staff help with translation, cultural advice, and finding products.
- Hosts cultural decorations like red lanterns for Lunar New Year.
- Popular meeting place for the local Vietnamese community.
Inside the Store
Produce Section
- Variety of leafy greens, herbs, exotic fruits, and vegetables.
- Mix of bulk and pre-packaged items.
Pantry & Packaged Goods
- Canned lychees, mangosteens, and preserved vegetables.
- Diverse condiments including fish sauce and soy sauce.
- Asian snack aisle with sweet and savory treats.
Seafood Area
- Live tanks with shellfish and fish.
- Fresh seafood displayed on ice.
- Frozen seafood packs for convenience.
Prepared Foods
- To-go meals like Vietnamese sandwiches.
- Pre-cut fruits for quick snacking.
Store Atmosphere
- Lively, colorful, and busy, especially on weekends.
- Clean and organized in its new location.
- Aisle signage makes finding items easier.
Things to Keep in Mind
- Best Time to Visit: Weekdays or mornings to avoid crowds.
- Prices: Mixed reviews—some say fair, others find certain items costly.
- Check Receipts: A few customers have reported being overcharged.
- Old vs. New Location: The new store is brighter, cleaner, and more spacious than the old one.
Areas for Improvement:
- Pricing is seen as high compared to nearby markets
- Occasional overcharging and receipt errors
- Fish and seafood smell can be strong
- Weekend crowding still an issue
- Collectibles and games may feel exploitative to some
Overview of customer feedback based on review content.
| CATEGORY | RATING (OUT OF 5) |
|---|---|
| Overall Experience | 4.7 |
| Product Selection | 5.0 |
| Freshness | 4.6 |
| Cleanliness & Store Environment | 3.8 |
| Staff & Customer Service | 4.5 |
| Pricing & Value | 3.5 |
| Authenticity & Specialty | 5.0 |
| Customer Loyalty | 5.0 |
| YEAR | KEY DEVELOPMENTS |
|---|---|
| 2015–2017 | – Store is small and crowded. – Strong fish smell noted. – Poor lighting and narrow aisles. – Good product variety despite size. – One customer reported a near-accident with falling rice bags. |
| 2018–2020 | – Freshness of meat and seafood praised. – Pre-packaged vegetables sometimes had spoiled items. – Complaints about being overcharged. – Staff helpful but seafood team seen as unresponsive by some. – Vegan and Filipino items frequently mentioned. |
| 2021–2023 | – Customers travel from far away. – Crane game with figurines introduced; seen as fun but overpriced. – Some items sold at 3–5 times retail value. – Billing errors reported more often. – Staff still praised for friendliness. |
| 2024 | – New space is larger, cleaner, and better lit. – Easier to navigate and less cramped. – Crowds still form on weekends. – Seafood and meat sections remain top-rated. – Pricing concerns continue despite better experience. |
| 2025 (Expected) | – Customers expect better flow and less crowding over time. – Hope for more transparency in pricing and loyalty program. – Interest in expanded vegan and ready-to-eat options. |
| STORE NAME & IDENTITY |
|---|
| • Store name: Kim Nhung Superfood • Owned and operated by Vietnamese family • One of the original businesses in the plaza • Supplies ingredients to Pho Hang, the adjacent Vietnamese restaurant • Known as a family-owned, community-focused business • Previously had a sister store in Grand Rapids (connection no longer active) • Recently relocated to a larger, modern space on John R near 12 Mile |
| CLEANLINESS & STORE ENVIRONMENT |
|---|
| • New location is clean, spacious, well-lit, and modern • Layout is organized and easier to navigate than the old store • Strong fishy odor reported due to live seafood tanks • Old location was described as dark, cramped, and poorly lit • Flooring in older store was sometimes uneven or not well maintained • Significant improvement in hygiene and overall appearance after relocation |
| PRODUCT SELECTION & VARIETY |
|---|
| • Extremely wide selection of Asian groceries • Strong focus on Vietnamese products, with extensive Thai, Chinese, Korean, Filipino, Indian, and Hmong offerings • Functions as a one-stop shop for diverse Asian cooking needs • Large fresh produce section including rare herbs and vegetables • Full seafood section with live fish, lobster, shrimp, abalone, duck balut • High-quality meats: pork belly, short ribs, beef bones, chicken, duck • Wide range of frozen foods: dumplings, egg rolls, sausages, hot pot items • Extensive pantry staples: sauces, spices, noodles, rice, canned goods • Vegan and vegetarian options available, including canned jackfruit and plant-based meats • Asian desserts and ready-to-eat items like banh mi and sticky rice • Sells kitchenware, cookware, and serving bowls |
| FRESHNESS OF PRODUCTS |
|---|
| • Meat, seafood, and produce consistently described as fresh and high quality • Fish often noted as so fresh it “would have to be alive” • Vegetables are vibrant and well-stocked • Meats are popular and frequently purchased • Rare reports of spoiled pork belly or expired meat • Some pre-packaged vegetables found with rotten items at the bottom • High inventory turnover helps maintain freshness across departments |
| PRICING & VALUE |
|---|
| • Generally reasonable pricing, though slightly higher than some competitors like 168 Market • More expensive than mainstream retailers (e.g., Target) on common items • Filipino products often priced lower than at other Asian markets • Occasional reports of overcharging and double billing at checkout • Some items, especially collectibles, marked up 3–5 times retail value • Free loyalty program available with points system (details not clearly communicated) • Value perception is mixed—high for specialty items, questionable for some everyday goods |
| STAFF & CUSTOMER SERVICE |
|---|
| • Staff are generally friendly, helpful, and welcoming • Employees assist with locating items and offering product suggestions • Seafood team praised for cleaning fish upon request • Some staff have limited English proficiency, leading to minor communication issues • Past complaints about rude or unresponsive behavior in meat and seafood sections • Repeat customers are recognized and remembered positively • Staff often go the extra mile to retrieve out-of-stock items from the back |
| CUSTOMER EXPERIENCE & SHOPPING TIPS |
|---|
| • Store gets very crowded, especially on weekends • Recommended to visit on weekdays or early in the day to avoid crowds • Old location had narrow aisles; new store is much more spacious • Ample and convenient parking available • Crane game with Popmart/Labubu collectibles ($5 per play) appeals to younger shoppers • Concerns about collectible authenticity and game fairness • Billing errors reported—shoppers advised to check receipts before leaving • Popular with non-Asian customers seeking authentic ingredients • Encourages and enables authentic home cooking experiences |
| SPECIAL FEATURES & HIGHLIGHTS |
|---|
| • Supplies fresh ingredients to Pho Hang restaurant next door • Known for excellent pho and hot pot ingredients • Carries Hmong food products, including items from Yias Kitchen • Offers freshly made Vietnamese desserts and snacks • Sells exotic fruits and rare or hard-to-find Asian ingredients • Live animals available: fish, eels, turtles (not suitable for all customers) • Strong vegan and vegetarian section with soup bases and meat alternatives • Free loyalty membership with point accumulation • Recently moved to a larger, upgraded facility • Crane game with collectible figurines attracts younger and collector demographics |
| POSITIVE HIGHLIGHTS SUMMARY |
|---|
| • Considered one of the best Asian grocery stores in southeastern Michigan • New location is clean, modern, and significantly improved • Exceptionally diverse and authentic product selection across multiple Asian cuisines • Freshness of meat, seafood, and produce is consistently praised • Staff are friendly, helpful, and build rapport with regulars • Serves a broad customer base, including non-Asian home cooks • Loyal customer following, with some traveling over 3 hours to shop • Inspires confidence in preparing authentic Asian meals at home • Highly recommended by regulars, food enthusiasts, and cultural communities |