A couple of years later, he put pen to paper to envision what that innovation would look like and came up with Choice, a market that will open at 1770 Broadway at the end of the summer.
Fogarty’s vision hinges on a prepared-food and grab-and-go program that offers consumers easy access to freshly made and responsibly sourced food. “We’re preparing as much as possible in-house, using fresh, local, sustainably raised food,” he says. “All of our proteins are antibiotic-free, nitrate-free and sourced locally from purveyors like Tender Belly and Redbird.” The founder tapped Kevin Ward, whose credentials include Chicago’s Purple Pig and Longmont’s Longs Peak Pub, to create the menu, and he pulled together a board of sandwiches, salads, flatbreads, bowls and smoothies, plus breakfast burritos, bowls and toasts for breakfast. Those items will be customizable and made to order, and they’ll be supplemented by hot and cold grab-and-go options — sandwiches and salads, carrots and hummus, Continental sausages, soups and oatmeal. “We have a significant vegetarian program, with five or six different vegan sandwiches, and options in bowls and flatbreads,” adds Fogarty.
Another hallmark of the convenience-store category: Choice will be open 24 hours a day, seven days a week — and it will deliver all night via UberEats. “Most convenience stores are open 24/7, so that’s an expectation of the customer,” Fogarty explains. “But for me, it’s also about reliability. We really want to create that level of trust. It doesn’t matter if it’s Christmas at 2 a.m.; if you need a gallon of milk and eggs, we’re open.”
This first location of Choice should come online by the end of the summer, and Fogarty says the company will work on ironing out the kinks of the concept once the doors are open. Then it plans to expand quickly across the west, looking at other neighborhoods like that of its flagship, which is “densely populated for businesses, with a significant nine-to-five lunch crowd Monday through Friday…and a lot of residential development under way in the immediate vicinity.” This first Choice will be on the ground floor of an apartment complex, and Fogarty is looking at similar setups for successive outlets. But he hasn’t ruled out standalone stores, either: “We’re working on how can we look at the fuel station differently, how can we meet needs there. That may very well be our next venture.”
Follow the market's progress on the Choice website.