Brookshire Plans New Prepared-Food Concept

TYLER, Texas — Brookshire Grocery Co. said last week it would begin construction this month on a new prototype supermarket called "Fresh by Brookshire's," which will focus on freshly prepared foods "in a more interactive environment than traditional grocery stores."

The 55,000-square-foot store, slated to open in South Tyler, Texas, late this year, will include a full burrito bar, a sandwich bar and a soup and salad bar, in addition to expanded health and wellness items, a pharmacy, a coffee and gelato bar, organic offerings and bulk foods. The store is designed to "amaze and delight foodies," Brookshire’s said.

“With this store we will strive to educate our customers and fuel their passion for food,” said Rick Rayford, Brookshire Grocery Co. president and chief executive officer. “The open-concept food-preparation area will be viewable by customers so that they can engage with our culinary team and not only feel good about the foods they buy, but also be inspired to prepare the recipes themselves. We at Brookshire’s have listened to our customers and believe that Fresh will fulfill an unmet need for a local food experience that places a greater emphasis on variety, organic and natural products, quality fresh products and convenient prepared foods.”

Customers will be able to find different brands and varieties not found elsewhere in Tyler, Brookshire’s said.

"The company’s goal is for Fresh to be the destination for fresh-prepared food, the finest quality and best selection of grocery items, knowledge about selected food products, and an exciting food experience," the company said in a prepared release.

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