Ahold USA, the owner of Giant Foods and Stop & Shop, has developed a new, small box concept that focuses on organic foods and prepared meals at "cray cray low prices" while, according to reports, is delivering outstanding service from "teammates" who are passionate about food.
The company's test store, a 3,000+ square-foot unit located in Philadelphia's center city area, has gotten rave reviews from customers on Yelp, earning 4.5 out of 5 stars. Perhaps that is why the company is looking to open up additional locations, between 10,000 and 20,000 square feet, in Boston and Philadelphia, according to reports by Supermarket News and the Philadelphia Business Journal.
Everything Fresh spokesperson Suzi Robinson called the company's first store, opened at 1222 Walnut Street in Philly, a "learning lab" in an interview with the Business Journal.
"We chose this location because the diversity of the city and the immediate neighborhood was a great combination — from working professionals to students — to gather great ideas from foodies of all backgrounds," Ms. Robinson added.
What Everything Fresh has learned so far is that the format is quite popular with locals who cite the fresh foods, low prices and helpful staff in their reviews. The store's policy of offering customers a free cup of coffee or tea with each purchase has also gone over very well.
One customer, identified as Mayur C., wrote on Yelp, "I love this place. It's seriously my dream come true. Although I live in the 'burbs and can get fairly cheap organic stuff there, it's nice to have something by work yo! In fact, this place has prices so low that it beats out my local supermarkets (still love you Giant and Wegmans) many times. It especially beats out Whole Foods and even Trader Joe's at times."
Another Yelp reviewer, Sari A., wrote, "It's very refreshing to have happy people who work there greet you with a big smile. Good product quality, great selections, and reasonable prices. I think I will be a frequent shopper. Four and half Yelps!"
Everything Fresh's success in Philadelphia has the company looking to other cities. According to Supermarket News, Fresh Formats LLC, the Ahold division that includes Everything Fresh, is advertising for help in a new store to be located in the Allston neighborhood of Boston. The help wanted ads describe the business as "a new Fresh Food market that is small in size but BIG on fresh, organic & value."