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Whole Foods opened its first 365 location on the East Coast today, located in the Ft. Greene neighborhood of Brooklyn. This is the seventh 365 location for Whole Foods. The store has two levels. The top level has three dining concepts, Next Level Burger, Orwashers Bakery & Coffee Bar and Juice Press, along with the POURit Authority, a self-serve beer, wine and cider area. There is also seating on the top floor.
Orwashers Bakery & Coffee, an NYC mainstay, is open from 7 a.m. to 8 p.m., offering coffee, baked goods, sandwiches and salads.
Some of the baked goods offered at Orwashers Bakery & Coffee.
A selection of salads and sandwiches at Orwashers Bakery & Coffee.
Next Level Burger is a 100% plant-based and vegan burger chain that started in Oregon. The location in the Whole Foods 365 is open from 11 a.m. to 11 p.m.
Next Level Burger offers shakes, hot dogs, burgers, fries and salads that are all 100% plant based. The Brooklyn burger, only available at this location, has a house-made umami mushroom and quinoa patty topped with tempeh bacon, caramelized onions, smoked Gouda-style “cheese” and molasses barbecue sauce.
The Juice Press is open from 7 a.m. to 9 p.m., offering a selection of coffee, tea, protein shakes, snacks and, of course, juice.
The POURit Authority, a place on the Port Authority transportation service, is open from 11 a.m. to 11 p.m.
This is Whole Foods 365’s first self-serve beer, wine and cider location.
Customers grab a glass and pour their beverages from 14 different taps.
The downstairs level is where the fresh and center store options are found.
The produce section is the first stop downstairs. Whole Foods 365 locations offer fewer SKUs than the traditional Whole Foods Market stores, but the produce department is still robust.
Whole Foods 365 locations focus on lower prices and convenience. Customers weigh and tag their own produce and bulk items in the store.
This wall of TVs offers an impactful way to deliver messages to customers.
All shelf tags are digital, making it easy for store associates to change and update.
The meat and seafood department. There isn’t a butcher cutting station front and center in the 365 location, but butchers will cut meat to customers’ specifications.
While the selection is smaller than at traditional stores, 365 locations still adhere to the same purchasing requirements as Whole Foods Markets, including sustainable seafood.
Flash Finds offering local and or seasonal products are located throughout the store. This one offers pasta sauce from local restaurant chain The Meatball Shop.
The cheese and charcuterie section offers precut and packaged items. There are fewer options here than a traditional Whole Foods Market.
This beer kiosks allows customers to scan a bottle of beer and get user reviews/ratings and find and email pairing recipes to themselves.
The bulk grains and flours section. Customers weigh and tag these themselves, speeding up checkout.
The dairy section, with milk conveniently merchandized next to cereal.
The frozen section is organized in a horizontal, rather than vertical, display.
In yet another tech ploy, digital signage above center store aisles provides info for shoppers.
The prepared foods display.
Customers can purchase pizza by the slice on the deli bars or order a whole pie and have it ready in 20 minutes. They can pick up their pie after shopping or have it delivered to them in the POURit Authority, while they sip a beer.
The mochi selection. Mochi is ice cream wrapped in sweet rice dough.
Another local favorite, Roberta’s, offers bread at its location.
Another example of taking out some of the bells and whistles usually found at traditional Whole Foods Markets: customers can hand-slice their own bread.
There are 19 registers, all manned by a store associate.
