Inside The Fresh Market’s ‘Reinvented’ Food Experience

The Fresh Market has kicked off a five-day grand reopening of its flagship store in Greensboro, N.C. Located at 3712 Lawndale Road, the newly renovated store features a made-to-order restaurant concept and coffee experience from Roasting Plant Coffee.

“We have reinvented the food experience again and elevated our flagship store in Greensboro to a new level of innovation,” said CEO Jason Potter in a release. “We’ve created a groundbreaking culinary destination for our guests who know and love us for our fresh, curated ingredients and impeccable guest service. Starting today, they will also know us for the convenient and delicious restaurant quality food and in-store just-roasted coffee to take home and share for any special occasion or weekday meal.”

The Fresh Market flagship offers a new destination for coffee through its in-store Roasting Plant Coffee. With its selection of high-quality, single-origin specialty coffee, Roasting Plant’s signature Javabot system brings the expertise of Roast Master Genevieve Kappler to every fully traceable bean and each custom-made cup. The Javabot system recreates Kappler’s exact roast profile for each single origin bean. Customers at the newly reopened store can see, hear and smell coffee roasted in micro-batches throughout every day, says the company. Teas, hot chocolate and shakes are also on the Roasting Plant Coffee menu as well as freshly made complementary food offerings.

The Fresh Market’s new restaurant concept aims to please with a Made Fresh Just for You food menu, where freshly made cream cheese biscuits that are baked, buttered and served warm throughout the day are a signature offering. Guests can order from a selection of savory breakfast biscuits, a Strawberry Shortcake biscuit, and lunch/dinner options like Fried Chicken and Pimento Cheese biscuit (with The Fresh Market’s own brands heritage Pimento Cheese created from the founder’s family recipe), and a Korean Fried Chicken biscuit.

Made with fresh fruit from the produce department and ingredients such as sweet and tangy Baobab and antioxidant-packed Moringa, there are seven different smoothies on the menu at the newly renovated store. New fresh made-to-order signature salads can now be found in the center of the store, along with rustic bread paninis, and new hand-crafted sandwiches and artisan tacos. Guests can also order from a selection of braised meats, a vegetarian tagine option and sides while shopping. A selection of smoked-in-house pork barbecue, ribs and signature side dishes are also on tap. The store’s pit masters smoke the meat and ribs over hardwood. And pizza lovers can order by the slice or take home a whole brick oven pizza.

In addition to the new restaurant and coffee bar, the Lawndale store has expanded its wine selection to provide more choices from around the world. The wines have been chosen to pair with the grocer’s selection of meats and cheeses to make a charcuterie board experience for every occasion.