Dive Brief:
- Brookshire Grocery Co. plans to open its third Fresh by Brookshire store, according to an emailed statement from the company.
- The Texas-based company plans to develop land in Longview, Texas, to build a “new generation” Fresh store. It did not provide details about what the location will include, and also did not specify when it plans to open the store.
- Regional grocers are continuing to open fresh-focused grocery stores and other alternative formats in a bid to reach new markets and consumers.
Dive Insight:
The Texas grocer opened its first Fresh by Brookshire store in Tyler, Texas, in 2011, and more than a decade went by before a second location opened, in 2022. Now, with a third store planned, Brookshire is putting more resources behind an alternative format that promises to help it stand out from the competition.
Although details on the new location are scarce, the grocery company said it purchased land at the corner of U.S. Highway 259 and N. Fourth Street. A spokesperson for Brookshire said it’s working with the City of Longview and the Longview Economic Development Corporation on “potential plans” for the location. Once a final decision on the location’s plans is reached, a formal announcement from the company will be made.
The Fresh by Brookshire concept features various foodservice offerings and a focus on perimeter departments. The 66,000-square-foot location that opened in Fate, Texas, in 2022 features a sushi counter, Mexican taqueria bar and fresh pizza station.
Brookshire also operates under the Super 1 Foods, Spring Market and Reasor’s brands across Arkansas, Louisiana, Oklahoma and Texas.
Numerous regional grocers have rolled out fresh-focused stores in recent years. Hy-Vee launched its Fast & Fresh banner in 2018 to create a fill-in fuel and grocery destination. Schnuck Markets small-format banner Schnucks Fresh currently has two open locations and primarily offers products like produce, seafood, deli, bakery and meat.
Brookshire operates around 100 stores, and expanded its footprint in 2021 when it acquired Reasor’s. Brookshire sold 120 pharmacies to Walgreens in July. The drugstore company plans to convert a majority of the pharmacies included in the deal into Walgreens locations that will operate inside Brookshire stores.
