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The Fresh Market Reinvents Food Shopping Experience At Original Store

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The Fresh Market has taken its original Greensboro, North Carolina, store on Lawndale Drive to a new level of innovation. It has debuted a carry-out, fresh, made-to-order restaurant concept and exclusive new “Just Roasted, Just Brewed, Just for You” in-store coffee station from Roasting Plant Coffee.

“This is The Fresh Market,” said Jason Potter, the company’s CEO. “We’ve created a groundbreaking culinary destination for our guests who know and love us for our fresh, curated ingredients and impeccable guest service. Starting today, they will also know us for the convenient and delicious restaurant quality food and in store just-roasted coffee to take home and share for any special occasion or weekday meal.”

The new coffee experience

Customers can now see, hear and smell coffee roasted in micro-batches in the Greensboro store throughout every day. The Fresh Market has brought a new and exclusive destination for coffee to Greensboro – Roasting Plant Coffee. With a selection of the highest-grade single origin specialty coffee in the world, Roasting Plant’s signature Javabot system brings the expertise of Roast Master Genevieve Kappler to every  fully traceable bean and each custom-made cup.

The Javabot system recreates Kappler ‘s exact roast profile for each single origin bean. Guests can order a coffee to go in less than a minute to enjoy in store or on the run or take home a bag of their favorite beans. Teas, hot chocolate and shakes are also on the Roasting Plant Coffee menu along with freshly made complementary food offerings. 

The new restaurant experience

On the “Made Fresh Just for You” food menu customers will find hot and freshly made biscuits. Baked, buttered and served warm throughout the day, and as early as 7 a.m., The Fresh Market’s biscuits are made with cream cheese for a softer, more tender bite.

Guests at the original store can order from a selection of breakfast biscuits, a Strawberry Shortcake biscuit and lunch/dinner options like fried chicken and pimento cheese biscuit (with The Fresh Market’s own brands heritage Pimento Cheese created from the founder’s family recipe) or a Korean fried chicken biscuit. 

Seven different smoothies are on the menu made with fresh fruit from the produce department and ingredients that are tasty, nutritional and with a new twist, like sweet, tangy Baobab and ingredients like Moringa that is packed full of antioxidants.

New fresh, made-to-order signature salads can now be found in the center of the store, along with rustic bread paninis and new hand-crafted sandwiches and artisan tacos. The cooked-to-order tacos and sandwiches come in a range of cultural flavors.

Slow cooked, tender and sauced Signature Braises begin with The Fresh Market butchers selecting from the store’s fresh, premium selection of meat. Braising is all about drawing out the flavor and cooking it “low and slow.” 

Guests can order from a selection of braised meats, a vegetarian tagine option and sides while shopping for the week. And pizza lovers can order by the slice or take home a whole Brick Oven Pizza. The menu provides seven flavors, or one of the pizza team members can customize a pizza to go with favorite toppings.  

The Fresh Market was born in North Carolina and no menu would be complete without the company’s selection of smoked-in-house pork barbecue, ribs and signature side dishes. The store’s pit masters smoke the meat and ribs “low and slow” over hardwood. The barbecue menu boasts pulled pork, beef brisket, St. Louis spareribs, turkey breast and pork roast.

The extras

In addition to the new restaurant and coffee bar, the original store has expanded the wine selection to provide more choices from around the world. Wines may be paired with a vast selection of charcuterie, inclusive of varieties of meats and cheese.

Located at 3712 Lawndale Drive, the store has expanded its hours, beginning the day at 7 a.m. to catch the breakfast and morning coffee crowd on the go and will remain open until 9 p.m.

The Fresh Market currently operates 159 stores in 22 states across the U.S.

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