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Restaurant vibe permeates reopened The Fresh Market store

Specialty grocer reinvents shopping experience with foodservice-focused remodel

Russell Redman

October 28, 2021

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The Fresh Market-foodservice-Greensboro NC store remodel.jpg
The Fresh Market

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. 

Related:The Fresh Market moves forward with IPO

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.”

Related:The Fresh Market finishes first on USA Today top 10 supermarkets list

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.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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