Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
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Fiona Robinson has written about food for over 20 years and is a regular contributor to Specialty Food News. Harbor Greens competes with local restaurants to some degree, he notes, and the retailer's premium menu is what sets it apart. But the merchant's high-quality sandwiches have little to no competition in other local retailers, Roy asserts. "You get a good sandwich on unique, good breads," he says. Harbor Greens offers 10 signature sandwiches that retail for $7.99 and are made on breads from Seattle bakeries including Franz and Essential Baking Co. Grilled panini are the top menu items at both locations, the most popular being The Warrior, made with turkey, bacon, havarti, ranch dressing, avocado, spring mix, onion, lettuce, cucumber, and tomatoes on sourdough. Popular items also include soups and pizzas made on-premise, says Roy. Prepared meals are present throughout Harbor Greens. The retailer offers ready-to-cook entrees in the meat department, with up to 20 items such as marinated chicken, stuffed pork chops, and chicken kebabs; a smaller menu is available in sea- food, with up to seven items such as stuffed Dover sole or bacon-wrapped scallops. The RTC items change with the season, Roy says, and account for 30 percent of meat and seafood department sales. "People don't want to think when they get home; they want to make it super simple," Roy says of the success of the store's pre- pared foods. "It's a lot less work, and in my experience that's the direction a lot of grocery is, and will be, going." Green Zebra Grocery: Convenience Curated A new direction—specialty convenience—is what inspired the open- ing of Green Zebra Grocery in Portland, Ore. Owner Lisa Sedlar, the former CEO of premium grocery chain New Seasons Market, decided the small-scale convenience model was a void that needed to be filled. "We're redefining what convenience means," says Peter Koehler, Green Zebra's business development director, of the concept. "Imagine Whole Foods Market and 7-Eleven had a baby—you'd get a Green Zebra." That baby has learned to walk in the foodservice direction, which has become the No. 1 trip driver for the retailer. Customers are fiercely loyal, some eating at the in-store dining area several times a day, says Koehler. "We know our customers really well. It's an intimate space," he says. The ready-to-eat foods area occupies 15 percent of the store and contributes approximately 20 percent of store sales. An outside patio houses a covered, heated seating area that seats 30. Menu options are diverse and driven by customers' desire for healthful, convenient foods, whether they are following a vegan or paleo diet, Koehler explains. In fact, the business uses a clearly labeled "Dietary Preference" system for vegetarian, vegan, gluten-free, and dairy-free offerings. A hot-food bar offers six items as well as four hot soups daily, and all meals are prepared using specialty ingredients found in the store. Dishes include chicken cacciatore, sushi, and vegan options such as stir-fry tofu or jerk tempeh. One of the top-selling menu items is the breakfast burrito, with potatoes, eggs, beans, bacon or sausage, and cheese; a vegetarian version (with onions, zucchini, car- rots, peppers, and cheese) and a vegan option (with potatoes, beans, and salsa) help to make it a top pick. Green Zebra has incorporated a theatrical element into its foodservice area, with an open kitchen that lets customers watch the preparation. "We definitely pride ourselves on the kitchen area," Koehler says. "You walk in and people see right into it—it makes for fun display of food." The store itself is also designed for convenience, with only three grocery aisles in the 5,500-square-foot space, and customers are typically in and out the door in 10 minutes, Koehler notes. The tight format makes for a carefully curated selection of products from local producers, including gourmet salts and chocolates, local craft beers, and micro-roasted espresso. Still, an entire wall is devoted to wine. The first Green Zebra opened in North Portland's Kenton neighborhood in October 2013, and the store is raising funds for a second location to open this year in the South Tabor area on SE Division Street. The next store's footprint will be slightly bigger, Koehler says, and the owners are considering indoor seating and additional space for prepared foods. Foodservice has become the No. 1 trip driver for Green Zebra. These retailers and more are cementing their role in the foodservice realm, carving out a new niche that doesn't compete with restaurants so much as offer a new experience that grabs more of what analysts call "share of stomach." As consumers spend more time working and less time cooking, NPD's Riggs predicts future success for retailers developing craveable foodservice options to draw new and repeat customers. PHOTO: GREEN ZEBRA GROCERY 38 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com