Inside New Retailer's 'Omnichannel Experience'

DENVER -- A 24/7 convenience store that invites customers to have a seat while they enjoy a glass of wine is unexpected to say the least, but it’s exactly what Denver-based Choice plans to do when it opens its convenience-store doors in early October.

CSP got an extra-early sneak peek of the store as the Choice team prepared to stock its shelves and cases in the coming week ...

The brainchild of CEO and founder Mike Fogarty, Choice aims to transform the convenience-store model with a focus on freshly prepared meals, sandwiches, salads and much more.

Occupying a light and airy 2,700-square-foot location in downtown Denver, the store includes an open kitchen, where all dishes will be prepared fresh daily under the direction of Head Chef and General Manager Kevin Ward.

“There’s basically a full restaurant within the store, which we believe will help drive business performance,” said Fogarty. Choice offers seating for 15, and additional patio seating outside. 

While franchise and licensed restaurant partners, as well as strong supplier brands, play an important role in the c-store foodservice landscape, Fogarty’s strategy seeks to establish a brand identity for Choice that is synonymous with restaurants.

In addition to made-to-order meals and grab-and-go fare, Choice will offer fresh produce, meat and poultry; milk, eggs and other dairy; multiserve and single-serve beverages; baking supplies; pasta, sauces, oils and vinegars; as well as “Home and Health” supplies, such as paper towels, diapers, toothbrushes, batteries and other essentials, representing about 1,500 retail SKUs. 

A self-service beverage area features a variety of fountain drinks, coffee from local Corvus Coffee Roasters, as well as kombucha, nitro coffee, wine and craft beer on tap.

“We think offering this combination speaks to how millennials shop,” said Fogarty, who described Choice as a small grocery format and convenience-store hybrid. “They typically shop every two to three days. They’ll pick up something to eat now and something to prepare later,” he said.

Choice also combines quick service with user-friendly technology. Customers can order ahead online, and the store will shop for them and prepare the order for pickup.

Once in the store, customers have the choice of using a self-service kiosk to shop and pay or have their items rung at the full-service cashier. Choice also offers home delivery through its partnership with the Postmates delivery service app.

“Our target market of millennials is heavily tech-focused. Meanwhile, the data suggests that online ordering for grocery stores is skyrocketing,” Fogarty said. “We’re trying to create an omnichannel experience in the convenience space, and we want to offer different options to interact with the brand.” 

Given its investment in technology, labor costs associated with a 24/7 format, and its commitment to less processed, more artisanal fresh foods and beverages, Choice’s prices track higher than that of a traditional convenience store.

But most c-stores don’t offer a Thai Shrimp or Roasted Beet and Barley Salad. Main salads range from $6.75 to $13.50, while the 14 side salads are priced between $2.50 and $4.00.

And as its recently launched brand campaign “One Choice. Unlimited Options” suggests, Choice offers a variety of price points and selections to appeal to different shoppers.

“You can get a Gatorade for $1.50 to $2, or a green smoothie for $8. The idea of Choice is to provide multiple options,” said Fogarty. 

With the opening of the first Choice market just days away, Fogarty is already in discussions for stores two, three and four in the Denver area, and future stores outside of Colorado. Upcoming store formats may be as large as 5,000 square feet, he said.

“I can see this concept working anywhere in the country with a high-density population,” he said. “Choice will be a national brand in the near future.”