Preserving a 75-Year Legacy: How Classic Refrigeration Modernized Claro’s Italian Markets
For more than 75 years, Claro’s has transported Southern California shoppers to Italy with curated specialty groceries, a full-service deli, and old-school charm. First opened in 1948 in San Gabriel, Claro’s now has seven locations that attract foodies and locals alike, all managed by family.
Any grocery around this long has also gone through generations of refrigeration. After a serendipitous meeting in 2019, Classic Refrigeration has helped the Claro’s family transition its equipment from duct-tape repairs to state-of-the-art systems, as well as build out a new store. This relationship has enabled the family to transition from constant refrigeration issues to beautiful, efficient systems that impress customers and keep operations humming safely and reliably.
A Foundation of Family and Tradition
Italian immigrant and butcher Joe Claro opened the first Claro’s Market in San Gabriel by trading the home he had built for a small neighborhood store with a shack out back. “It was all about survival,” says his granddaughter, Rosemarie Lippman, Claro’s CFO. “They focused on what they knew— Italian food.”
Joe’s son and daughter-in-law bought the store from him right after high school, and today the business is run by the fourth generation, with a fifth already learning the ropes.
“Claro’s is my heart. It’s my family business,” says Keith Lippman, manager of the Covina location. “I’ve known the customers my whole life.”
That continuity is reflected throughout the business, from closing on Wednesdays, a tradition dating back 60 years, to deli sandwiches named after family members, to generations of loyal customers who’ve grown up shopping there.
The Era of "Fix-it-Again Frank"
For decades, Claro’s refrigeration followed the same old-school, make-do philosophy. Joe’s son Frank, affectionately known as “Fix-it-Again Frank,” handled refrigeration himself, buying used equipment and keeping it running with the help of one repairman.
“We didn’t have a lot of money, so it was always fly-by-the-seat-of-your-pants,” recalls Rosemarie. “Everything was fixed with Band-Aids and duct tape.”
Breakdowns were frequent. Managers monitored case temperatures constantly, splashed water on coils during summer heat, and braced for the next failure. Over time, the costs added up — $5,000 to $7,000 per month in repairs — while aging equipment, outdated refrigerants, and tightening environmental regulations made the system increasingly risky.
Keith recalls that once “[my grandfather] ordered a case that was literally the wrong set-up for the store, and they just rigged it to work. That’s how we used to cut corners. But once you make the investment into the future and you retrofit everything, you get so much back out of it. You don’t have those concerns and worries.”
That realization set the stage for change.
Modernizing with Classic Refrigeration
Claro’s transition to modern refrigeration began with a serendipitous meeting in 2019. Brandon Brown, Claro’s project manager and Rosemarie’s son-in-law, purchased some cases from Dave Rogers, who is now Executive and Board Chair of Classic Refrigeration. He introduced Brandon to Danny Lamping, the founder of Classic and a Claro’s regular.
“Danny was a customer and I asked, ‘How come you never said you have a refrigeration company?’ He said, ‘We’re not pushy people,’” says Brown. The next time he had an equipment problem, he called Classic, which sent out a service tech in just 35 minutes. With six stores full of failing equipment, they called Classic many more times.
“We had some swindlers that took advantage of my grandfather,” says Keith, who is also a trained refrigeration technician. “When we initiated the relationship with Classic, it just changed the whole ball game. They came in with such a professional manner and just know what they’re doing. Everything is uniform with Classic.”
The family quickly realized that Classic could be more than a repair service. They became close partners who understood the complexities of this multi-generational business.
“Claro’s Italian Markets has earned its reputation through generations of hard work, integrity, and commitment to quality. At Classic Refrigeration, we respect that legacy and see this partnership as an opportunity to both support their business and learn from the decades of excellence they’ve built,” says Dave Rogers, Founder & CEO, Classic Refrigeration.
Classic began working with Brown and the family to evaluate each store holistically, mapping out their systems to create a long-term modernization plan.
“In the grocery business, you have to provide customers what they want, when they want it. If your cases are down, you don’t have a product to sell. You’re basically dead in the water,” says Rosemarie. “Classic kept us going, and they did it in a very timely, efficient manner.”
She also praises Classic’s transparency. “I like their billing. They take pictures of what they’re doing. It assures me that everything was done to code and would meet EPA regulations.”
With more efficient systems, Claro's has seen significant energy cuts and operational gains, particularly in the older locations. “Our products are staying fresher for longer,” says Keith. “You don’t have the manpower concern of having to clear a case, break it down, de-ice it, all those things. We still check our temperatures daily multiple times, but now I know they’re going to be accurate. Case closed.”
Building From Scratch in Corona
The hallmark of this partnership is Claro’s newest flagship location in Corona, opened in 2025. Designing the "long, skinny" space presented architectural challenges, but Classic worked closely with Brown to create the right plan for the new build.
“When we were offered this space, my first phone call was to Classic,” says Brown. No detail was left to chance. With a new space, the Claro’s team had a chance to do things right the first time. Air conditioning, for example, was top of mind for Classic Refrigeration Director of Engineering Jeff Halley, who explained to Brown how the right setup can dehumidify the shop and prevent cases from icing up.
“Our other stores were built a long time ago. The AC systems weren’t designed. Jeff helped me understand dehumidification. He did the mechanical plan, the refrigeration plan, the walk-in cooler box — all the details I didn’t think of,” says Brown. “And we had a lot of deep conversations about these newer cases and the way they operate, so we could try to keep costs down.
Design was also a consideration. The store features beautiful front-glass cases to attract customers. “It’s just a day and night difference,” says Brown. “Customers who walk into this store and compare it to our other stores are just blown away.”
Creating a Foundation for the Next Generations
The motivation for these massive projects is deeply personal for the Claro’s family. As Rosemarie and her sister prepare to hand the business over, they want to ensure the next generations inherit a turnkey operation without the headaches of the past.
“We wanted to upgrade our equipment so we wouldn’t leave them with any problems,” says Rosemarie. “We want to make a smooth transition from generation to generation in a way that helps them succeed.”
Today, the relationship between Claro’s and Classic Refrigeration is defined by complete trust. The market owners would not consider opening another location without involving Classic in the planning phase. They have found that the investment in high-quality systems pays for itself through increased sales and reduced maintenance costs.
“I love that we are going to possibly grow to an eighth or ninth store,” says Keith, “and I love that we're going to have Classic Refrigeration along with us to do that."
