Gelson’s has finalized a partnership with Rove, a developer and operator of full-service electric vehicle charging centers, to provide food and beverage services.
Rove will launch by building an initial six locations in Southern California beginning this year, with 20 charging centers planned by 2026. The deal represents a first-of-its-kind retail brand partnership for Gelson’s.
ReCharge by Gelson’s will offer a curated selection of quality foods, beverages and convenience items delivered to on-the-go Rove customers and locals in the neighborhood. Offerings will feature coffee service and hot and cold snack and meal options, such as poke bowls and sushi, sandwiches and wraps, salads, charcuterie and cheese plates. A selection of dairy and frozen items will also be offered, along with staples like snack foods, bread and non-grocery items.
“We are thrilled to join in partnership with Rove to launch this innovative new concept, bringing fresh and better-for-you offerings for people on the go across Southern California,” said John Bagan, president and CEO.
“Our new ReCharge by Gelson’s locations will bring our premium food and beverage experience closer to many of our existing customers while also introducing us to an expanded audience.”
Bagan also noted that Gelson’s has been moving to EVs and alternative fuel vehicles for its own company fleet, and that the partnership is a key part in pursuing its larger sustainability goals.
Rove’s EV charging centers will feature more than 40 ultra-fast EV chargers, a 24/7 lounge with restrooms and free Wi-Fi, and an eco-friendly car wash for additional convenience in some locations. Every center will also include parking spots for non-chargers, so all customers can purchase breakfast, lunch and dinner offerings.
“We’re excited for the Gelson’s team and their new concept to join our full-service EV charging centers,” said Rove CEO Nathan McDonnell.
“From day one, we aimed to offer our customers fresh food alongside a superior charging experience. With ReCharge by Gelson’s at Rove’s centers, we are reimaging the public charging experience together, leaving EV drivers recharged in more ways than one.”
Gelson’s has 27 locations throughout Southern California, offering the amenities of a traditional grocer with the tailored offerings of a neighborhood shop. Each store offers a range of carefully-selected produce, meat, seafood, bakery and floral items, as well as chef-crafted signature and seasonal recipes from Gelson’s Kitchen, including deli to-go and catering.
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