Main & Vine: New Kroger Format Emphasizes ‘Community’

Seattle Times: A new, small-format Kroger store in Gig Harbor, WA, combines quality produce (like Whole Foods) and lower prices (like Trader Joe’s) but most of all is positioned as “not just as a grocery store but as a community hub, where local products are prominently displayed, community involvement is highlighted and people can hang out in the store’s two-level cafe area.”

“In the ‘brew and blend’ cafe area, beers including those from Gig Harbor’s 7 Seas Brewing are on tap, and coffee from Gig Harbor’s Cutters Point Coffee is served. Customers can eat sitting at tables and chairs or can people watch from lounge chairs on the upper level.”

“Local and regional wines and beers are arrayed prominently in the adult-beverage section, Gig Harbor’s Artondale Farm has its own stand for soaps and lotions, local artists painted the murals on the walls, and a product display features a small wooden boat built by Gig Harbor BoatShop … The name came from what the company wanted the brand to represent, with ‘Main’ evoking the Main Street of a community and ‘Vine’ conveying green and fresh.”

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