The Canadian retail food industry is currently self-governed, resulting in an inequity for stakeholders. Considering that a balanced food system involves diversity, this study makes a case for independent grocers, given their trending decline and the lack of supporting research.Through rapid design ethnography methods, the reciprocity between independent grocers and customer as experts was investigated by using customer experience insights to inform how independent grocers can resiliently respond. Additionally, through industry expert interviews, organizational paradigms are compared to customer paradigms to reveal principles impacting the design of the independent grocery service. New knowledge contributes to the importance of a complete shopping experience as it relates to an independent grocer's mission to have individual differentiation, connectivity, innovation, and local facets. The results demonstrate that customers' personal influences and experiences can align with the success or failure of a food retailer and that independent grocers need to address their uniqueness.