CHARLOTTE, N.C. -- The Harris Teeter store that opened recently in the downtown area of this city is atypical, but in many ways it exemplifies the site-selection, merchandising and store-design strategies of the chain.
The store, located at Fifth and Poplar Streets, not far from the city's sports arenas and adjacent to one of the city's most distinctive neighborhoods, is less than half the size of typical Harris Teeter stores at about 18,000 square feet. Most stores the chain has built recently are closer to three times that size.
One real estate professional, who asked not to be identified, noted that the store location is "probably a few years ahead of its time" because the population in that neighborhood has not yet built up to the point to support a supermarket there. However, Harris Teeter, as it has been doing throughout its marketing areas, secured the site ahead of its competitors in an apparent strategic move to capitalize on the future growth potential of the area.
"Many of their stores are in highly strategic locations, where they are in there ahead of the curve," the source said.
The company described the store in a prepared release as being "a little bit outdoor market, with a dash of big bank lobby, and a pinch of museum store mixed thoroughly with the fresh-cut, just-from-the-fields products our customers expect."
It was designed by Little Diversified Architectural Consulting, Charlotte.
"The design theory for this or any other Harris Teeter store is to make the shopping experience reflective of the home and work environment that our customers are accustomed to," said Al Lenz, vice president for store development, Harris Teeter, in a prepared statement.
The store is divided into a convenience section that includes a coffee bar and prepared-foods section on one side with a single checkout lane. On the other side of the store are traditional grocery offerings flagged with high-profile, brightly colored signs. Other flourishes throughout the store, such as the large, funnel-shaped lighting fixtures, meld modern design features with rustic elements that give the store a somewhat timeless feel.
"At Harris Teeter stores the signage and design package becomes just as much a part of the architecture as the store itself," the company said.
Other unique elements of the supermarket include an elegant, two-story "wine library" on the left as one enters the store with steps leading up to the balcony level.
Because of the store's small size the aisles are 6 feet wide instead of the typical 7, and the shopping carts are about one-third the size of traditional carts.
