Dive Brief:

• The Fresh Market reopened its flagship location in Greensboro, North Carolina, on Wednesday following a renovation project that brought the store a made-to-order carryout restaurant and a high-tech coffee station where beans are roasted in micro-batches.
• The revamped grocery store also features a broader wine selection and charcuterie, and will have longer operating hours than in the past.
• The Fresh Market's decision to double down on premium offerings in the store comes as the retailer's private equity owners prepare to potentially offer shares in the specialty grocer to the public.

Dive Insight:

The unveiling by The Fresh Market of its refreshed store in Greensboro reflects the retailer's continuing efforts to refocus its marketing strategy as it seeks to stand out from traditional grocers that have been paying more attention to prepared foods.

The location's "Made Fresh Just for You" menu includes freshly made biscuits prepared with cream cheese and available in a variety of flavors meant for breakfast, lunch and dinner. The prepared food selection also includes seven types of smoothies, custom-made salads and sandwiches, and artisan tacos. Slow-cooked meats, brick oven pizza and pork barbecue smoked in the store are also available.

The new store also features an automated coffee grinding and brewing system from Roasting Plant that prepares custom cups of coffee. The coffee station also offers teas, hot chocolate and shakes.

The chain, which runs 159 stores in 22 states, had been growing rapidly, but had to curb its expansion efforts amid strong competition from conventional grocers looking to tap customer interest in the kinds of natural, organic and prepared foods the chain is known for.

The Fresh Market shook up its management team last year by bringing on a new CEO. Grocery industry veteran and cost-cutting specialist Jason Potter arrived in March 2020 following the abrupt resignation of former chief executive Larry Appel. In turn, Potter hired a new chief financial officer and general counsel, both of whom have experience in the hospitality sector but are newcomers to food retailing.

Under Potter, The Fresh Market has also brought on a new chief marketing officer and senior vice president of store operations.