Choice Market, a gourmet c-store and grocery hybrid that recently opened its flagship location in Denver, says it’s “reinventing convenience” through its mobile app, online ordering, click-and-collect options, contactless checkout and delivery in 45 minutes or less—either from Choice’s in-house team that uses a fleet of electric bikes and cars or third-party service providers such as Uber Eats.

The new store features AiFi-powered camera-vision technology that allows shoppers to use the Choice mobile app upon entry to pick up their groceries and freshly prepared meals made in Choice Market’s scratch kitchen—and then leave the market without a traditional checkout.

Founder and CEO Mike Fogarty says this technology is less expensive than that which Amazon uses in its Amazon Fresh and Amazon Go locations, allowing smaller guys like Choice to compete in the technology-driven convenient shopping arena.