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The Secret Behind Red Horse Market Southampton’s Success: 7 Reasons It’s The Hamptons’ New Gourmet Mecca

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The Hamptons’ competitive gourmet food scene just got a major new player. As of late 2024 and early 2025, the highly anticipated second location of the beloved Red Horse Market has officially opened its doors in Southampton, quickly establishing itself as the village’s premier destination for high-quality prepared foods, artisanal groceries, and top-tier deli service. Located on North Sea Road, this expansion marks a significant milestone for owners Fran and Martha Pineda, whose commitment to quality and community has been the backbone of their success for decades, transforming the former Schmidt’s Market space into a vibrant new food hub.

This new Southampton market is not just another grocery store; it is a meticulously curated culinary experience designed to meet the elevated demands of the Hamptons clientele. It blends the convenience of a modern market with the charm and expertise of a classic delicatessen and butcher shop. From signature Sandwiches and Paninis to a full range of RHM Heat & Serve meals, the Red Horse Market is redefining the to-go meal experience for residents and summer visitors alike, building on the legendary reputation of its East Hampton predecessor.

The Pineda Family Journey: From Ecuador to East Hampton and Southampton

The story of Red Horse Market is one of resilience, vision, and the pursuit of the American dream, centered around the extraordinary journey of owners Fran “Pedro” Pineda and his wife, Martha Pineda. Their personal biography is the foundation of the market's success, instilling a strong, family-owned vibe that resonates deeply with the community.

  • Names: Fran “Pedro” Pineda and Martha Pineda
  • Origin: Ecuador
  • Arrival in U.S.: 1989
  • Fran Pineda's Background: A former army officer in Ecuador, he chose to pursue a new path in the culinary and market industry upon arriving in the United States.
  • First Market: Red Horse Market East Hampton, established in the 1990s and became a Hamptons staple since 2012.
  • Southampton Location: Opened on North Sea Road, taking over the space previously occupied by Schmidt’s Market.
  • Philosophy: The Pinedas are known for their hands-on approach and dedication, with Fran Pineda famously telling the crowd at the Southampton ribbon-cutting, "This is your store. We built it for you.”

The move to Southampton was a natural progression, driven by the overwhelming success of their East Hampton store. The Pinedas saw an opportunity to bring their unique blend of high-quality products and homemade recipes to a new village, occupying a space that had been vacant for about two years and restoring a vital local grocery presence.

What Makes Red Horse Market’s Prepared Foods Legendary?

The true draw of Red Horse Market, both in East Hampton and now in Southampton, lies in its extensive and elevated prepared food selection. This is where the market competes directly with high-end Hamptons restaurants, offering gourmet quality in a convenient, to-go format. The market’s commitment to using locally sourced and high-quality ingredients ensures that every dish reflects the fresh, seasonal flavors of the East End.

The market functions as a full-service culinary resource, catering to everything from a quick lunch to a full-scale dinner party. The offerings are categorized to provide maximum convenience for the busy Hamptons lifestyle:

The Must-Try Signature Dishes and Deli Staples

Customer reviews consistently highlight specific items that have achieved near-cult status among locals and visitors. These dishes are the backbone of the market's topical authority and reputation for excellence:

  • Fried Chicken: Described by one customer as "INCREDIBLE," the fried chicken is a standout comfort food item, known for its perfect balance of crispy skin and juicy meat.
  • Baked Clams: A popular seafood appetizer, these offer a taste of the coastal Hamptons tradition, prepared with a homemade, signature recipe.
  • Empanadas: Reflecting the Pineda family’s roots and culinary expertise, the empanadas are a flavorful, handheld favorite, perfect for a quick snack or light meal.
  • Pies and Baked Goods: The market is famous for having the "Best pies anywhere," with a full bakery section that offers daily-baked treats and desserts.

Beyond these signature items, the market features a comprehensive deli and butcher counter. Customers can find classic delicatessen staples, custom-cut meats, and a dedicated seafood counter, ensuring a full range of fresh proteins. The Daily Chef Specials keep the menu fresh and exciting, providing new options for regulars.

Red Horse Market in the Southampton Gourmet Landscape

The opening of Red Horse Market on North Sea Road has intensified the competition among Southampton’s high-end food purveyors. In a village known for its demanding clientele, success is measured by quality, service, and consistency. Red Horse Market’s model—blending a full-service market with a high-end prepared food operation—positions it uniquely against its local competitors.

While established players like Citarella Gourmet Market and Hen of the Woods Market cater to specific segments, Red Horse Market’s strength lies in its family-owned charm and its reputation for homemade, authentic recipes. Unlike larger, more corporate gourmet markets, Red Horse maintains a feel-good, family-owned vibe similar to other Hamptons staples like Round Swamp Farm, focusing on a personal touch and a sense of community.

The Full RHM Experience: More Than Just Food

The Southampton location is designed to be a one-stop shop for all culinary needs. The market offers several key features that enhance the customer experience and solidify its position as a top-tier gourmet destination:

  • Elevated To-Go and Catering: The market is a primary resource for catering needs, offering everything from large-scale event planning to simple, elevated take-out meals for a dinner party.
  • Specialty Groceries: The shelves are stocked with artisanal goods, specialty grocery items, and high-quality products that are often hard to find elsewhere, making it a favorite among discerning food lovers.
  • Coffee and Juice Bar: A dedicated coffee bar and juice station offer morning essentials, including fresh-pressed juices and Acai bowls, perfect for the health-conscious Hamptons crowd.
  • RHM Heat & Serve Meals: This category is a game-changer for busy professionals and weekenders. These prepared meals are designed to be easily heated at home, offering a gourmet dinner solution without the cooking time.

By blending the functionality of a full supermarket—with fresh produce and stocked shelves—with the specialization of a butcher, deli, and bakery, Red Horse Market Southampton has successfully carved out a niche. The Pineda family's decades of experience in East Hampton have been perfectly translated to their new venture, ensuring that the Southampton community receives the same high standards of quality and service that have made Red Horse Market a true Hamptons institution. The market is not just selling food; it's selling a high-quality, convenient, and deeply personal culinary experience.

The Secret Behind Red Horse Market Southampton’s Success: 7 Reasons It’s The Hamptons’ New Gourmet Mecca
red horse market southampton
red horse market southampton

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