Company News

Choice Market Adds to Leadership Team

Tech-focused convenience-store retailer appoints new COO and board member
choice market
Photograph courtesy of Choice Market

DENVER — As convenience retailer Choice Market prepares to open its latest location, a 5,000-square-foot frictionless store, the company has added two new executives to its leadership team, COO Benjamin Kipfer and board member Samantha Holloway.

Kipfer and Holloway “both share our brand’s deep commitment to purpose and our goal of reinventing a convenience channel through cutting-edge technology and an innovative guest experience,” said Choice Market Founder and CEO Mike Fogarty, one of CSP's Power 20 for 2019. “Choice continues to quickly grow within the Denver market, and we are preparing for larger expansion in the future. I know Ben and Sam will be incredible assets in facilitating this progress for our brand.”

Kipfer, who will be responsible for all operations and technology activities, joins Choice Market from Accenture, where he spent 11 years in the company’s technology consulting and retail practice, advising some of the world’s largest retail brands on large-scale transformation programs covering technology, business and store operations teams.

“I can’t wait to continue to build on the great foundation that has been built over the past three-and-a-half years,” Kipfer said. “The first time I met Mike in December 2019, the brand and growth strategy, all powered by innovative technology, just clicked with me. The entire Choice team’s deep commitment to purpose and focus on creating a great customer experience will undoubtedly transform the c-store industry. It’s hard to explain how rewarding it has been hearing our team members’ passion for our mission and customers who continue to be impressed by Choice’s offerings in-store and online. We have laid out some really exciting technology initiatives to roll out in the next couple years, as well as new ways of managing our operations as we look at scaling this unique concept into additional markets.”

Holloway co-founded and served as former chief customer officer at GoSpotCheck, delivering customer support, sales and marketing to enterprise category leaders. Holloway played a critical role in developing the vision and building customer advocacy to inform GoSpotCheck’s product roadmap to guide innovations in machine learning, image recognition and intelligent workforce collaboration. In 2020, she helped lead the divestiture of GoSpotCheck to Form.com to create a 300-employee global organization focused on mobile workflow automation. Currently, she serves as co-founder of Hat Labs, a small team that builds software to power the future of work.

On Choice Market’s board, Holloway will contribute to strategic decision making on behalf of the brand, including growth plans, appointment of executives, achieving company goals and more.

“Choice Market is building the store experience of the future, and I’m honored to join the board to help accelerate Mike’s vision,” Holloway said. “The team is top notch, the technology is game changing, and the company’s success to date validates the strong demand for a modern take on convenience. Most of all, I am proud to stand behind a company and leadership team with such a deep commitment to a purpose that can have a meaningful impact on the world.”

Founded in 2017 in Denver, Choice Market has three convenience stores in the Denver metro area with plans to expand further in Colorado and beyond in 2021. It combines quick service and user-friendly technology with food from local vendors and a practical product selection including fresh produce, groceries, meals and everyday necessities.

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