Dive Brief:
- Gelson’s Market, a 27-store Southern California grocery chain, opened its first convenience store on Tuesday, according to an emailed company announcement.
- The inaugural ReCharge by Gelson’s store, located in Santa Ana, is attached to an electric vehicle charging hub managed by EV charging developer Rove. In addition to the c-store and 40 direct-current fast chargers, the site also includes a 24-hour-a-day lounge area with bathrooms and free WiFi.
- Gelson’s has designed its new c-store banner as a place for customers to dine and spend time while their electric vehicles charge — a departure from the quick in-and-out setup of conventional c-stores.
Dive Insight:
While grocers like Kroger and Giant Food offer advertising-supported EV-charging stations in front of their supermarkets, Gelson’s is breaking the mold by bringing its offerings to the charging site in an entirely new format for the chain.
"Launching this new concept is a major milestone for us," said Ryan Adams, president and CEO of Gelson’s Markets. "For the first time in more than 70 years, we're expanding beyond our full-service markets.”
The ReCharge site includes a 3,000-square-foot “premium” convenience store with fresh-made food including sandwiches, wraps, salads, charcuterie plates and sushi. Sites also include an array of beverages and grocery staples.
In the coming years, Rove expects to open more EV charging hubs with ReCharge by Gelson’s c-stores, said Bill Reid, chairman and CEO of Rove, in the announcement.
Gelson’s and Rove see the convenience store as an ideal way to appeal to the needs and challenges of EV-driving customers.
“Unlike traditional gas stations where the experience takes only minutes, guests refueling at Rove will have more time to spend while waiting for their cars to charge,” said Adams. That gives Gelson’s a great opportunity to put its array of food, beverages and other items in front of them.
The store debuted roughly one year after the partnership was announced and is open from 6 a.m. to 8 p.m. daily.
