liquor.jpg
Supermarket bars are one of the latest ways in which grocery stores look to create an atmosphere that make the store more of a destination instead of just a place to run a quick errand.
(AP File Photo)
HANOVER – All of the sudden, a trip to the grocery store doesn't seem like such a snooze after all.
ShopRite of Greater Morristown is looking to join a growing number of supermarkets that host in-store dining options that include full-service bars with a variety of liquor, beer and wine.
In December 2014, the Hanover Township Council began hearing an application by ShopRite that proposes to transfer part of its existing distribution license to allow alcohol to be served in two sit-down meal areas of the store.
If approved, it would make the grocery store the first in Morris County to serve alcohol to its customers, said William Sumas, executive vice president of Village Super Market Inc., which operates nearly 30 ShopRites, including the Hanover location.
Although still a relatively new concept in New Jersey – Sumas said there are a few stores in the state that serve – he said several national and regional grocery chains have found success with the service.
Bar service is one of the latest ways in which grocery stores are looking to create an atmosphere that make the stores destinations, and not just places to run quick errands, according to reports by CNN.
CNN reported that Whole Foods and Wegmans have embraced the idea, with dozens of stores across the country offering numerous beers on tap and different wines to try. It cited supermarket managers saying it's been a great way to engage customers.
While there's some variation between where consumption can take place – for instance, at a Whole Foods in Washington, D.C. there are cup holders on the shopping carts which let shoppers stroll the aisles with their drinks – Sumas said ShopRite's proposal only calls for alcohol to be served in two very specific sections of the store.
Alcohol would only be permitted in a 14-seat area that serves seafood, known as the Oyster Bar, and an outdoor patio bar, he said.
"You will not be able to walk around the store drinking an alcoholic beverage. Security will be present at each location and trained bar staff will control the flow and purchase of alcohol," Sumas said.
The intent of the service, Sumas said, is not to transform ShopRite "into a neighborhood bar, but to add another amenity" that makes the shopping experience "unique and memorable."
"With our extensive prepared food offerings, service dining and alcohol are a natural addition. For example, those customers who take advantage of cooking classes held in evenings could now have a glass of wine paired with a new signature dish they have learned to cook with an in-house certified chef," Sumas said.
ShopRite of Greater Morristown, which opened its doors in late 2013, boasts a number of unique aspects such as a gym with free daily yoga classes, a diner, cooking classes, a cafe area, a registered dietitian, a childcare center where kids can stay while parents shop and specialty food stations.
Amanda Fischer, director of business relations for Village Super Market, Inc. said Hanover is considered to be the company’s flagship store.
“It’s a unique location because we were able to build it from the ground up, so we took our ideas and ideas from various community groups to help us figure out what amenities to offer,” she said.
Sumas said a survey conducted of existing ShopRite customers at the Hanover store showed 79 percent were interested in consumption on premises.
During a council meeting last month, several residents spoke in favor of officials approving ShopRite's application, according to meeting minutes.
Mary Jemas said, "I use their services, I attend classes there and I do eat in the cafe and it would be nice once and awhile to have a nice glass of wine."
Karen Melvin said, "It would be nice to sit down and have a glass of beer or a glass of wine. I personally eat there, lots of my friends eat there, but it would make it nicer, definitely, to have it offered. Not that you necessarily always take it, but at least if you wanted it you could have it."
Hanover's business administrator/town clerk Joseph Giorgio said the township council has a long-standing policy of not commenting on active applications until testimony is completed.
The council expects to resume its consideration of the liquor license transfer at its Feb. 12 meeting, he said.
Kimberly Redmond may be reached at kredmond@njadvancemedia.com. Follow her on Twitter @kr0618. Find NJ.com on Facebook.