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Restaurant vibe permeates reopened The Fresh Market store

Specialty grocer reinvents shopping experience with foodservice-focused remodel

In an upgrade of its original store in Greensboro, N.C., The Fresh Market has launched an enhanced culinary experience led by a carry-out, made-to-order restaurant concept and a just-roasted “coffee by the cup” station.

Located at 3712 Lawndale Dr. in Greensboro, the remodeled store serves up the “Made Fresh Just for You” food menu, offering hot biscuits made throughout the day — including breakfast biscuits, a strawberry shortcake biscuit, a fried chicken and pimento cheese biscuit and a Korean fried chicken biscuit — plus seven varieties of brick oven pizza, purchased whole or by the slice. Customers can customize a pizza with their favorite toppings as well. Also on the menu are made-to-order salads, found in the center of the store, along with cooked-to-order rustic bread paninis, hand-crafted sandwiches and artisan tacos.

Shoppers, too, can order from a selection of slow-cooked braised meats, selected and prepared by The Fresh Market butchers, as well as a vegetarian tagine option and side dishes. Other options include a range of barbecued meats smoked-in-house over hardwood by the store’s pitmasters, such as pulled pork, beef brisket, St. Louis spareribs, turkey breast and pork roast, with a choice of sides.

On the beverages front, The Fresh Market offers seven varieties of smoothies, made with fresh fruit from the produce department and other nutritional ingredients, such as sweet, tangy baobab and moringa, which is oxidant-rich. 

A highlight of the new store is the “Just Roasted, Just Brewed, Just for You” coffee bar offering single-origin Roasting Plant Coffee by the cup. The Fresh Market noted that customers “can now see, hear and smell” the coffee beans roasted fresh in micro-batches throughout day. Roasting Plant’s Javabot system — described by customers as “Willy Wonka meets the Apple Store” — recreates Roast Master Genevieve Kappler’s roast profile for each bean. Customers can order a coffee to go in less than a minute or buy a bag of their favorite beans. Also available are cappuccino, lattes, teas, hot chocolate and shakes.

“This is The Fresh Market. We have reinvented the food experience again and elevated our flagship store in Greensboro to a new level of innovation,” CEO Jason Potter said in a statement on Wednesday. “We’ve created a groundbreaking culinary destination for our guests, who know and love us for our fresh, curated ingredients and impeccable guest service. Starting today, they will also know us for the convenient and delicious restaurant-quality food and in-store, just-roasted coffee to take home and share for any special occasion or weekday meal.”

Other features of the revamped Greensboro store include expanded beer and wine sections (including sip-while-you-shop offerings), a wide selection of charcuterie meats and cheeses, and The Fresh Market’s signature fresh produce, meat, seafood and bakery departments, including thousands of organic options. The Greenboro-based specialty grocer operates 159 stores in 22 states overall.

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