The New ‘Choice’ in Convenience Stores

The Wall Street Journal: “In 2,700 square feet, about the size of a Chipotle, Choice is open 24 hours a day and sells staples like pasta, milk and yogurt, specialty items like quinoa, and an array of fruits and vegetables. You’ll also find beer and kombucha on tap, and snacks that skew toward multigrain chips and seaweed but also include Doritos. The interior sports white subway tile, reclaimed wood and other design codes that telegraph hip sustainability. What is Choice? A restaurant? A grocery store? Neither, said founder Mike Fogarty. It’s a convenience store.”

“Choice Market, Green Zebra Grocery in Portland, Ore., Foxtrot in Chicago, the Goods Mart in Los Angeles and Amazon Go in Seattle are open long hours (if not 24) and use the same small spaces to offer a wider range of options. You could meet a friend for coffee, pick up a few reasonably wholesome items for dinner or even fill up a growler of beer … Traditional players, too, are adding hardwood floors and more attractive lighting. Wawa, the mid-Atlantic chain famous for its hoagies, is rolling out customizable salads across their 790 stores and testing delivery.”

Lisa Sedlar, the founder of Green Zebra Grocery, comments: “People will come in and say this isn’t a convenience store, And I say, ‘Of course it is.’ We are redefining what it means to be a convenience store in America.”

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