New Ownership Adds a Little Spice to Blackmarsh Superette & Deli

If you live in the west end of St. John's and are looking for grocery items, a quick snack or crave a tasty sandwich, SpiceX Blackmarsh Superette has earned its reputation for fulfilling customers' needs. 

Mathew Mithun, originally from Kerala, India, founded SpiceEx in Dartmouth, Nova Scotia. When he moved to St. John’s in 2019, he sought to create a business that upheld and respected his traditions and harmoniously blended Canadian and Newfoundland local culture. Mithun bought the convenience store and deli in November 2024.

Mathew Mithun and his wife, Anju Varughese, pose with the rebranding signage of Blackmarsh Superette. Mithun bought the convenience store in November 2024

Since rebranding the business to SpiceX Blackmarsh Superette, Mithun has introduced authentic Indian dishes like butter chicken, biryani, samosas, fusion wraps, and poutines. He said on the Canadian and Newfoundland side, they will continue with comfort foods like fish and chips, stuffed chicken, chicken fingers, and our famous Jiggs dinner, making them a household name. In addition, a new in-house bakery will offer fresh

bread, flakes, scones, cookies, cakes, danishes, muffins, pizza pockets, and more.

Some of their delicious homemade flakes are made in-house.

“I saw an incredible opportunity to create something special for the community. Blackmarsh Superette was a well-known spot for its convenience, and merging it with SpiceX brings fresh energy to the space. It offers something for everyone—a place where people can find everyday essentials, groceries, and a wide variety of food under one roof.”

It also balances authentic Indian cuisine and classic Canadian and Newfoundland dishes.

“Balance is key! While we stay rooted in our Indian culinary heritage and celebrate Newfoundland traditions. Our menu is carefully curated to maintain the authenticity of Indian flavours while catering to locals who love their classic favourites. This blend reflects our commitment to inclusivity and diversity in food.”

The traditional Newfoundland Jigs Dinner is a popular choice on Sundays.

Mithun said SpiceX is about more than just groceries and food—it’s also about quality, convenience, and care for Newfoundlanders. He said his vision is to grow this location into a destination that blends culture and flavour while becoming a staple in people’s daily lives.”

The SpiceX brand represents the excitement of exploring bold flavours and exceeding expectations—not just in taste but also at the service level.

Mithun wants SpiceX Blackmarsh Superette to maintain its positive reputation of having the groceries your family needs

New features that will set SpiceX apart from most local convenience stores and further enhance the customer service experience are new partnerships with Skip the Dishes and Ikea. 

“Partnering with Skip the Dishes has been a game-changer for convenience, allowing customers to enjoy our food from the comfort of their homes. Additionally, our sister company manages Ikea deliveries to various parts of Newfoundland. We even have a Facebook group dedicated to coordinating those deliveries, making it a great service for the community.”

If you frequent SpiceX’s Facebook page, you will see that it constantly features weekly deals, offers, and giveaways. This is a way for the business to give back to the community and show gratitude for the incredible support we’ve received.

Mithun says quality is non-negotiable for SpiceX. 

“We work with trusted local suppliers and maintain a fast turnover to ensure our stock is always fresh. Everything in the kitchen is prepared daily in-house to uphold the highest standards of quality and taste.”

Mithun's goal is to enhance the atmosphere of Blackmarsh Superette by adding a seating area. This inviting space encourages regulars and new patrons to savour their visit, reinforcing the cherished tradition of Newfoundlanders' fondness for delicious food and each other.

“Adding the seating area was about creating a welcoming space for customers to enjoy their food and connect with others. We’re enhancing the ambiance further with updated décor, improved lighting, and more thoughtful touches to improve the customer experience.”

If you're driving down Blackmarsh Road, stop by for a yarn. Check them out on their Facebook page. If you enjoy business profile articles like this, connect with me on the Rock Report's Facebook page or sign up for the blog at

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