AUSTIN, Texas — Whole Foods Market's new concept, 365 by Whole Foods Market, will certainly not be your mother's supermarket.
As CSNews Online previously reported, the retailer wants to partner with independent businesses that will "bring their special mojo to our 365 stores," according to its Friends of 365 website.
"We like to mix things up. Friends of 365 may be any type of business — from food and drinks to fashion, body care products, services and more. (Record shop? Tattoo parlor? Maybe!) And each 365 store may have a different mix of friends. The more variety, the merrier," the company stated.
The Friends of 365 initiative is described in marketing materials as a "super cool hang" that also happens to grow businesses.
These independent partner businesses will essentially operate standalone stores within Whole Foods' 365 supermarkets, which are meant to be millennial-oriented.
So far, two partners have signed up to be part of the first 365 by Whole Foods Market store, set to open in May in the Silver Lake neighborhood of Los Angeles.
According to a report by Fast Company, a branch of local mini-chain Allegro Coffee Roasters and a branch of New York-based vegan restaurant by CHLOE will occupy space at the new store. Allegro Coffee Roasters already has a relationship with Whole Foods.
The partners are good fit for the location's demographics, with coffee shops and vegan-friendly options dotting the area just off the Silver Lake reservoir, the report noted.
The partnership with by CHLOE has two benefits for the New York-based company: It allows by CHLOE to test its quick-service vegan menu for future expansion, and it introduces the company to a new customer base, Fast Company reported.
According to Whole Foods, by CHLOE was the first "Friend of 365." The restaurant will have its own space within the 365 Silver Lake location, offering a core menu of items reflective of the flagship by CHLOE location in New York, accented with seasonal L.A.-influenced Market Specials.
"As we count down the days to the first 365 by Whole Foods Market grand opening, I'm thrilled to unveil our first Friends of 365 partner, by CHLOE, in Silver Lake," said Jeff Turnas, president of 365 by Whole Foods Market. "by CHLOE truly embodies what we look for in partners — innovative businesses that align with our core values and introduce our customers to new food products and up-and-coming brands."
by CHLOE will be located adjacent to the fresh produce section. Customers will have the option to dine at the restaurant, at the communal dining space within 365, or take their order to go.
Whole Foods will also be bringing its 365 concept to Evergreen Park, Ill.; Gainesville, Fla.; Bellevue, Wash.; Houston; Cedar Park, Texas; Cincinnati; Portland, Ore.; San Francisco; and Concord, Claremont, Los Alamitos and Santa Monica, Calif.