New concept store leads way to future for innovative grocer

by Treva Bennett / senior content creator

Shoppers begin their experience of The Fresh Market before they reach the door, as the entrance is decorated with flowers and plants to match the season or an upcoming holiday.

“We really want to set the tone when the guest comes out of their car – a kind of anticipation of what they’re going to see,” said Dan Portnoy, SVP and chief merchandising officer.

How is The Fresh Market innovative?

Having been named The Shelby Report of the Southeast’s Innovator of the Year, Portnoy led a tour of The Fresh Market’s new concept store in Greensboro, North Carolina. It’s the same location where the company got its start in 1982.

Features of the concept – including The Square, where fresh, restaurant quality foods and Roasting Plant Coffee are available – will be replicated in new stores and those to be remodeled in the future.

In addition to some new exterior signage, Portnoy pointed to the shopping carts.

“One of the things that we looked at, on the guest perspective, is they seem to always want smaller carts. We usually only had a few of these; it was all big carts,” he said. “So we’ve kind of completely changed, adding a lot more smaller carts.”

Guests, with their smaller carts, find themselves first in the floral department, which is filled with a large selection of orchids, tulips and many roses.

“We carry 50-centimeter roses, bigger than most grocery stores, but we focus on and sell what we call the passion roses,” Portnoy said. “They’re much longer, 70 centimeters. And the company actually does all the roses for the Rose Bowl parade and Miss America pageant. For Valentine’s Day, instead of selling the commodity-type roses, we really focused on a higher end, 70-centimeter, double dozen with baby’s breath.”

Portnoy said the flowers set the tone when guests enter. From the floral department, shoppers can take in more of the remodeled store, including The Square and Roasting Plant Coffee in the center, which are the concept’s focal points.

Before reaching the center, there is the produce selection to explore. “About a year ago, we reset all our produce departments,” Portnoy said. “We varied the heights and the color breaks so you can really see everything.

“We’re not a traditional supermarket, we’re very much a specialty retailer. We try to get the special occasion, the fresh trip, the ‘what’s for dinner tonight shoppers.’”

Brian Johnson, SVP of store operations and support, agreed. He added that many of The Fresh Market’s guests come for special things or as a kind of fill-in shop, while others may do all or most of their shopping there.

“While we’re not a supermarket, if you wanted to come in and get all the groceries, you can get all your needs here,” he said.

The Fresh Market’s value-added section also sets it apart. Portnoy said team members prep the items in the back. A new offering is steamer bags. Asparagus or other vegetables will be packaged with different types of seasoned butter or other items. They can be microwaved in minutes, saving time.

“This has been out probably about six weeks or so and is selling extremely well,” he said.

The steamer bags, along with the value-added cut fruit, are made in-store, another difference from many retailers.

Johnson next turned to the in-store guacamole.

“We prepare guacamole fresh every day in the store to a specific recipe. This is consistent throughout the chain,” he said. “And it’s fantastic. I’m from Texas, and I know guacamole – this is really good guacamole.”

Portnoy added that The Fresh Market has a test kitchen and in-house chefs who develop proprietary recipes. The company also works with produce distributors to pre-ripen bananas and avocados.

He also mentioned the mushrooms carried by The Fresh Market. It offers white or portabella mushrooms, as well as shiitaki, oyster, trumpet and other types.

“One of the things we’re known for is a place where chefs can shop,” Portnoy said. “If you are a chef, a home chef or in a restaurant, you can come in and get the things that you want.”

In keeping up with the growing trend, The Fresh Market moved some of its plant-based items next to the mushrooms and to the frozen food section as well, which has helped with sales, Portnoy said.

Along with produce and displays of seasonal items, there is a large candy selection at the front of the store. For upcoming holidays, a concierge station features The Fresh Market magazine and guests can order the special occasion meals the company is known for.

Portnoy said the meat department is the No. 1 reason guests shop at The Fresh Market.

“The two hallmark departments of meat and produce have been here since the Berrys founded [the store] 40 years ago, but meat is really why customers shop here – a lot of good value, a lot of good products,” he said.

The meats are prepared in-store using proprietary recipes – sauces, marinades. Portnoy noted the kebabs in the meat case, made fresh that morning, are geared more toward grilling season. He said they carry a variety of gourmet burgers made from different recipes.

The stars of the meat department are the steaks.

“We carry Grass-Fed, Choice and Prime,” Portnoy said. “It’s the best. It’s really the stuff that goes to restaurants. And we’re trying to appeal to people – instead of going to the restaurant, why don’t you come here?”

In the seafood department, he said The Fresh Market has started selling whole fish. This selection joins the standards of salmon, grouper, shellfish, lobster tails, king crab and crab cakes. The store also is testing whole fish sales in North Carolina after seeing good sales in Florida.

“That’s one of the things we do, always innovate, always try to try,” he said.

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