Kroger to unveil new fresh concept: 'Main & Vine'

The QFC supermarket that closed earlier this year in Gig Harbor, Wash., will reopen early next year as a new concept featuring artisan foods and culinary specialties to be known as Main & Vine, SN has learned.

Cincinnati-based Kroger Co., owner of QFC, revealed the new name and a details of the store in social media postings and a new website which launched recently.

The company described Main & Vine as “where eating is healthy, affordable and fun."

“Main & Vine is an awesome new market (really, it’s awesome!) where fresh food comes first and flavor brings people together,” the website said. “You’ll find groceries you can feel good about, friendly advice and a whole lot more … right where you live, work and play.”

Kroger and QFC officials were not immediately available for comment.

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The Gig Harbor QFC closed in August so as to undergo a $6 million, five-month renovation. Melinda Merrill, a spokeswoman for Kroger’s QFC and Fred Meyer chains, told local media at that time that the Gig Harbor QFC would be the first site for the new concept, chosen on the basis of its customer profile. She described the store then as “fresh and innovative.”

Several industry companies are experimenting with culinary focused fresh food stores in other regions including Ahold, which has opened two outposts of the bfresh concept this year.

Kroger in the meantime last week completed the acquisition of Roundy’s Supermarkets, operator of Chicago’s Mariano’s Fresh Market chain, with an eye in part on taking learnings from that concept to additional markets.