You are here
Taking aim at consumers’ heightened desire for new and different prepared food, regional independent Brookshire Grocery Co. (BGC) began construction recently on FRESH by Brookshire’s, a new food concept store in South Tyler, Texas, that will emphasize freshly prepared food in a more interactive environment than in traditional grocery stores.
The store is scheduled to open late this year and will employ a culinary team of more than 75 food experts, and ultimately will create more than 200 new jobs.
“With this store, we will strive to educate our customers and fuel their passion for food,” said Rick Rayford, president and CEO of Tyler, Texas-based BGC. “The open-concept food preparation area will be viewable by customers so they can engage with our culinary team and not only feel good about the foods they buy, but also be inspired to prepare the recipes themselves.”
BGC has designed the FRESH by Brookshire’s store to engage “foodies” and people with a taste for something different. Food offerings [m] like a full burrito bar, sandwich bar, and soup and salad bar [m] will be prepared daily on-site, encouraging customers to visit the store frequently for freshly prepared meals not found at a traditional grocery store. Customers will be able to find the products they routinely purchase at traditional grocery stores, yet the new store will offer different brands and varieties not available elsewhere in Tyler. Armed with a goal of becoming the local destination for freshly prepared foods, the regional retailer will also emphasize the finest quality and best selection of grocery items, alongside knowledge about selected food products and an exciting food experience.
“We at Brookshire’s have listened to our customers and believe that FRESH will fulfill an unmet need for a local food experience that places greater emphasis on variety, organic and natural products, quality fresh products, and convenient prepared foods,” added Rayford.
Besides traditional departments and expanded foodservice offerings, the 55,000-square-foot store will feature a coffee/gelato bar, organic foods, bulk foods, an expanded number of health-and-wellness items, and a pharmacy.