Inside Gelson’s Century City Renovation

As online grocery shopping continues to grow, brick-and-mortar retailers are rethinking their store designs to provide an exciting, interactive experience that will keep shoppers coming through their doors. As such, Encino, Calif.-based Gelson’s Markets is in the midst of a widespread renovation initiative designed to enhance its product assortment, store layout and convenience services, and offer customers not only a destination for their grocery shopping needs but also for social gathering experiences.

The Southern California retailer recently unveiled its remodeled Century City store, located at the Westfield Century City shopping center, featuring new amenities such as a sit-down bar, grill station and a Wolfgang Puck pizza counter.

Emulating the Golden State’s vibrant environment, Gelson’s Century City boasts an expanded produce section featuring bright, colorful produce—including a vast locally grown and organic selection—and wall decor that mirrors the sunshine and the sea of the surrounding community.

The store offers unique items such as jackfruit and sugar kiss melons; fresh-squeezed orange juice made in-store daily; fresh-cut fruits and vegetables; hundreds of time-saving meal builders; and freshly prepared salads, such as Crunchy Kale Salad.  

Also new to the store are floral designers available daily to curate custom arrangements, as well as fresh, locally grown flowers and plants.

The new sit-down bar offers wine, craft beer and tapas, providing a fun and relaxing destination for Westfield Century City visitors to take a break from shopping. The store also features a seafood and sushi bar, featuring custom sushi rolls made to order, as well as clam chowder or lobster bisque, an Ahi tuna poke tower and oysters on the half-shell.

With convenience at top of mind, Gelson’s renovations offer an array of fresh meal options for shoppers to enjoy in-store or take home, including a Wolfgang Puck build-your-own pizza, salads and sandwiches station.

The grilling station offers a selection of Angus beef, including USDA prime certified, USDA choice certified or 100% grass fed. From pork, lamb or veal to chicken, beef or seafood, any protein can be grilled at customers' preferred temperature with the option of adding dry rubs or sauces free of charge. Grilling toppings include crab Oscar, sauteed mushrooms and blue cheese crumbles for an additional fee.

Gelson’s Century City’s expanded prepared foods section touts a selection of house-made hot and cold entrees, sides and snacks; fresh-made soups, salads and sandwiches; and imported charcuterie meats sliced on a hand slicing machine, designed to maintain freshness and quality.

“The future is experiential. We want Gelson’s Century City, and all of our stores, to be more than just an amazing place to shop,” says Rob McDougall, president and CEO of Gelson’s. “We want it to be a unique lifestyle destination at the center of people’s food lives. We want it to be a place where people can not only get the best quality ingredients to create the perfect meal at home or take to a gathering, but also to be the place to discover new food concepts, to have a drink or some small bites in a social setting. Perhaps meet up with family and friends—and maybe even spark new relationships in a unique shared environment.”