The novel coronavirus disease 2019 (COVID-19, caused by SARS-CoV-2) has spread globally and its impact cause many brick-and-mortar retailers including grocery stores to develop different strategies to operate amidst pandemic which includes revamping the area of facility management and layout, systems design and retail marketing. The objective of the study is (1) determine the relationship between the perceived COVID-19 effects and the buying expectations and preference of grocery customers, (2) determine the significance of the New Normal grocery operations strategy elements and practices and its moderating effect on the grocery customer buying expectations and preferences in view of the Covid-19 repercussions and (3) recommend a grocery operations strategy implementation platform to address the new buying preferences and expectations of grocery customers toward the new normal. With a sample size of 303 respondents of various individual that have experience buying grocery during pandemic answered the online questionnaire. Using Structural Equation Modeling (SEM), the result of the study showed that the COVID-19 effect have direct significant to the buying expectations and preference of grocery customers. Additionally the New Normal grocery operations strategy elements and practices also have significant direct effect to the buying expectations and preference of grocery customers.