Photo: FreshTake
While plenty of grocers are turning to technology to feed many shoppers’ “get in, get out” mentality, a new concept, FreshTake, features an in-store bar, outdoor putting green, and a "grill while you shop" option to get people to linger.
The concept, scheduled to open next year in Augusta, Georgia, comes from Jackson Mitchell, a fourth-generation member of the family that owns the southern wholesale distributor Mitchell Grocery. Mitchell, 28, operates Little Giant Farmers Market, a five-store grocery chain in the Atlanta area that he acquired in 2019 after serving as the director of store development for his family’s business.
Opening in a former 42,000-square-foot Whole Foods location, FreshTake will feature seating for 130, two outdoor balconies, as well as a spacious mezzanine seating area above the in-store cafe, providing a spot for professionals to work or meet over coffee with complimentary Wi-Fi.
The outdoor patio seating area is expected to be a prime attraction, boasting a walk-up barbecue smokehouse for lunch or dinner. FreshTake’s press release states, “Patrons can also unwind by the fire pit or practice their golf skills on the 5-hole putting green, making FreshTake a destination that appeals to families and individuals alike.”
Inside the store, a major draw is expected to be "Jackson's," a bar featuring 13 flat-screen TVs for sports viewing, 10 beers on tap, and made-to-order sushi and bar food items. Ample foodservice options, including sushi and sandwich bars, a bakery, a pizza and pasta station, and a fresh-squeezed juice and smoothie bar, will also be offered in-store. A "grill while you shop" option enables shoppers to select their choice of fresh meat to be prepared by in-store chefs. The seafood department will also provide free steaming services.
About 12,000 square feet of the store’s area will be dedicated to foodservice and entertainment, according to Supermarket News.
"This store represents the culmination of my career and a deep love for the grocery business,” said Mitchell in the press release. “Our goal is to create a space that not only offers top-quality groceries but also becomes a hub for the community, where people can come together to enjoy great food, entertainment, and convenience."
The concept is an amplification of many ongoing experiments in grocery retail. H-E-B, Publix, and Wegmans are among grocers known for their extensive in-store foodservice offerings, and Publix, Whole Foods, Kroger, Mariano's, and Albertsons have bars in select stores.