In this paper we present and estimate a simple model of supermarket behavior that has several attractive properties: It permits the incorporation of the (distribution) services provided by a supermarket as an output of supermarkets and a determinant of demand for supermarket products; it generates, as a special case, one of its main competitors in the supermarket literature – the so called full price model of services; and, it can be estimated with a unique data set originally constructed by the Economic Research Service of USDA. The main results of the analysis are three.