In with the new
On Wednesday, The Fresh Market held grand reopenings for three North Carolina stores — two in Greensboro and one in Winston-Salem — that are the first to receive the retailer’s new look and offering. The changes focus on expanding everyday essentials while maintaining The Fresh Market’s gourmet reputation so that customers can check off their entire shopping list in one trip.
“We think that people should be able to eat special every day. And that’s often what has driven our decisions in terms of what we add, what we take away, what we focus on from the perspective of our assortment, our marketing and our service in our stores,” Chris Miller, VP of strategy and marketing, told SN in an interview last week.
President and CEO Rick Anicetti was on hand for the grand reopening of the Greensboro store on Highwoods Boulevard.
Sign of the times
Stores feature new signs and labels to differentiate the departments and call out certain attributes, like organic.
Always the freshest
The retailer will continue to emphasize its fresh departments. In produce, customers will find over 250 local items as well as premium offerings from around the world.
The Highwoods Boulevard store features a juice and smoothie station adjacent to the produce department.
What consumers want
Changes to stores were based on extensive customer research conducted over the past two to three years, Miller said.
“What we’re trying to do is add to what customers at the core love about The Fresh Market in terms of its premium, special and extraordinary eating opportunities. But this would add to it to make sure that they can experience those extraordinary eating experiences more often.”
Buy in bulk
The Highwoods Boulevard store also includes a bulk foods section.
New low price
One big change at The Fresh Market is lower prices on hundreds of items across the store.
The retailer also added 1,300 everyday grocery items from mainstream national brands like Campbell's and Kellogg's as well as organic and natural brands such as Annie's Homegrown, Nature's Path and Amy's Kitchen.
The Fresh Market’s research found customers were looking for more healthy options in stores.
“And in fact that was one of the reasons why we expanded into this vitamins, minerals and supplements department where we knew that for many of our customers, they like to be able to have the option to try those items as well as to enhance their overall wellbeing and health,” said Miller.
A new Mind & Body department features over 3,300 vitamins, minerals and supplements.
Join the celebration
The Highwoods Boulevard reopening included a performance by the North Carolina A&T State University drumline.