South Charlotte welcomed a new 21,000-square-foot grocery store this month—a store that markets both a new format for The Fresh Market and a “return” to the company’s roots.
The new store replaces a 15,000-square-foot The Fresh Market location that was previously housed in the same development—the grocery chain’s first Charlotte location, which opened 27 years ago.
“What we’re doing in this store, and in all of our stores, is getting back to our roots as a European market and as a specialty market,” CEO Larry Appel told the Charlotte Observer. “Our store’s not a grocery store; it’s a treasure hunt.”
Rather than focus on everyday staples, the Observer noted, The Fresh Market’s latest location is intended to be a retail destination where shoppers can discover international foods, a large selection of both domestic and imported cheeses, gourmet charcuterie, fresh prepared foods, and an ample assortment of produce.
“We had given (customers) a generation of thinking of us as a specialty retailer where you could find unique products. We tried to have the best of both worlds. And I think where the value proposition is in getting back to our roots,” Appel continued.
The new store’s opening took place Thursday, October 4th, 2018. The Fresh Market celebrated the occasion with a ceremonial bread-breaking involving a 12-foot French baguette, free samples, live music, and the cracking of a 95-pound cheese wheel, according to the Charlotte Business Journal.
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