Omnichannel Experience Drives Creation of New C-store Concept

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Omnichannel Experience Drives Creation of New C-store Concept


DENVER — Product diversity, 24 hours, 7 days-a-week operation, and short transaction times is the driving force behind Choice, a new convenience store concept coming to downtown Denver this summer.

Located at 1770 Broadway, Choice will provide an omnichannel user experience through its state-of-the-art technology platform, according to founder and CEO Mike Fogarty. Customers will have the opportunity to order from self-serve kiosks within the store, order and pay via an online/mobile device, and/or utilize self-checkout terminals.

Choice has also partnered with Uber Eats to offer 24-hour food delivery and Instacart to provide grocery delivery. 

"As sales from fuel and cigarettes continue to decline, convenience stores are quickly becoming a destination for food, but the product selection at most stores does not align to consumers’ growing preference for fresh and healthy options," said Fogarty. "That's when the opportunity for Choice really clicked for me. At Choice, we're reimagining what a convenience store can and should be in today’s modern era."

To create a one-stop shop for customers, Choice will offer made-to-order meals, coffee, snacks and drinks in addition to toiletries and daily essentials. Choice plans to offer freshly prepared sandwiches, salads, bowls, lattes, organic smoothies, and coffee drinks, all covering a wide range of diverse flavors, ingredients and dietary needs. The c-store concept also plans to partner with local purveyors for its products.

Kevin Ward, formerly from Long Peaks in Longmont, Colo., and Purple Pig in Chicago, will be the general manager and lead all culinary activities at Choice.

"Choice is the perfect fit for Denver — it’s fast, casual, and gourmet all in one concept," said Ward. "We plan on sourcing locally and responsibly, while cooking as much as possible in house."  

Supporting the Denver community is also a key element of Choice. The market plans to donate leftover food to local food banks, partner with local charities to provide free Thanksgiving dinner to those in need, and utilize compostable packaging.

In addition to supporting Denver’s economy by sourcing locally, Choice will offer its employees competitive wages, paid time off and other benefits to support their success and wellbeing, according to Fogarty.

"We want to create a brand and an experience that Denver and a lot of other cities are lacking — a small community market that customers can trust, feel welcome, and know they're getting great products that meet their needs," he commented. "We’re advocating for a more healthy lifestyle, but not dictating it. We’re offering more choices, and empowering customers to choose what works best for them. At the end of the day, we're really here for our customers and our community."

The Broadway site will serve as Choice's flagship location, with plans to expand first throughout Colorado and then the western United States.