A Grocery Store Restaurant?

You wouldn't expect a major grocery retailer to keep quiet about a new venture. So, Safeway broke a lot of rules when it opened a standalone eatery, Citrine, located in Redwood City, Calif., in early June. The company is calling this newest enterprise an "experiment," and I'm wondering of what--food quality? PR viability? Or, are they tricking us with reverse psychology and thereby generating more press by not saying anything? You got me, but either way, I'm interested.

Apparently, Safeway realized they were missing out on a huge chunk of the money pie by not investing in the restaurant business. You see, our cultural loss is Safeway's gain. While the American people's time to cook dinner is almost non-existent, the prepared food market within grocery chains is flourishing, as is restaurant growth. To cash in, Safeway started the restaurant, complete with a test kitchen for its prepared foods sections, offering everything from Thai barbecue chicken for $12.49 to margarita pizza for $8.99 and grilled fish for under $14. Not bad. The set-up is genuine American style--customers order from the counter and take food out or eat in--quickly. Why are we in such a rush? Oh, that's right, we're the country that absolutely adores over committing and working ourselves into the ground (or am I just speaking for myself?). Well, one man's insanity is another man's prosperity. While reviews aren't yet in on Citrine--which is, by the way, a yellow gemstone--people are taking notice. And there are whisperings and reported Craigslist sightings of more Citrine restaurants to come. But, shhh...don't tell anyone. I wonder what's next--a Safeway Doggie Day Care? Your guess is as good as mine, but it is a tad bit exciting to see a grocery retailer going so far outside of the box. In fact, I'm pretty sure a grocery store running restaurant is in a completely different box. Way to go Safeway!

--Heather Strang

Comments

[David Thiel]

Up here in Rochester, NY, Wegmans Food Markets opened a high end restaurant attached to their flagship store a few years ago; it aligns well with the company strategy of bringing better cooking and easier meals to customers, and it serves as powerful proof of Wegmans' stable of chefs.

And the food is great :-)

[tommy s]

Hey,
Never been to Whole Foods Columbus Circle NYC? Now that's a grocery store restaurant!