Whole Foods Market unveiled its new 365 concept today at a store in the Silver Lake section of Los Angeles — the company’s effort “to streamline the shopping process with a blend of innovation and convenience,” it said.
“We’ve built a foundation on the quality standards you’ve come to expect from Whole Foods Market in a fun, new format that’s easy to navigate and focused on value in every department,” Jeff Turnas, president of 365 by Whole Foods Market, said.
The 28,000-square-foot store is located in a former Ralphs location in Silver Lake, an area a few miles west of downtown Los Angeles with a youth-oriented, culturally diverse population.
According to Whole Foods, part of the store’s streamlined approach involves using all digital price tags, with limited printed signs.
In place of the labor-intensive service departments at conventional Whole Foods stores, the 365 in Silver Lake offers a large selection of grab-and-go prepared foods, with a heavy focus on vegan options; eclectic offerings like bibimbap, a Korean rice dish, schichimi togorash, an Asian-inspired spiced brussels sprouts dish, and chicken verde enchiladas; and soups like West African peanut and Tankatsu chicken and vegetable.
The store’s 5,000-square-foot “veg” section includes a curated assortment of fresh produce, with an area for chilled items, called “veg valley,” with many items sold by the piece rather than by the pound and with customers asked to weigh the merchandise themselves and apply stickers.
The store also features floral items at two price points — $5 and $10, the company said.
The “& sea” section offers approximately 30 ready-to-cook pre-packed chicken, meat, pork, seafood and marinated items, while the “total pantry” has everyday grocery items, including a bulk foods section and 124 feet of frozen foods.365 also carries a curated collection of more than 400 wines, with most items priced at or below $20; a smartphone app that allows customers to scan wine labels for instant descriptions and ratings; and 32 feet of chilled beer.
Across the front of the store is an area for “friends of 365,” featuring a craft brew bar from Allegro Coffee that offers cold brew coffee, wine, beers on tap, loose-leaf tea blends and a selection of pastries and savory items, with an indoor/outdoor dining area with 65 seats; plus teaBOT, a self-serve kiosk allowing customers to create personalized blends of teas and herbal ingredients.
After Memorial Day the vegan restaurant By Chloe is scheduled to open with 38 seats and a communal dining counter.
The store’s décor includes walls accented with blues, red and yellows to denote “an energetic, fresh vibe that complements the light shades of green and blue in the brand’s logo,” the company pointed out.
Each 365 will have a signature piece of art that reflects the community, the company added. At the Sliver Lake store it’s a painting with the words, “Silver Kale” (a play on Silver Lake), which Whole Foods said “serves to inspire team members.”
Coinciding with the opening of 365 is the launch of My 365 Rewards, a digital loyalty program; “Gimme 10 Deals,” which offer 10% off products featured on end caps, and digital “Punch Buddy Cards” that offer buy-10/get-one-free on select items.
The store also features “flash finds” — new products, seasonal items or unique offerings available for a limited time.