NEW YORK, NY - Whole Foods is taking its 365 banner stores to a brand new market come the end of January. This will be the first-ever East Coast store for Whole Foods’ lower-priced, smaller-format sister store, and will be setting up shop in Fort Greene, Brooklyn.

“We are thrilled to open the very first East Coast Whole Foods Market 365 in the heart of Fort Greene, Brooklyn,” said Jeff Turnas, President of Whole Foods Market 365, in a press release. “Whole Foods Market 365 will provide a fantastic combination of convenience, quality, and value to families, students and commuters alike.”

Opening its doors Wednesday, January 31, 2018, the 40,000-square-foot location will house a variety of unique features in the grocery sector. Through its Friends of 365 program, the store will house a 100% plant-based burger restaurant by Next Level Burger, as well as an organic juice bar by Juice Press. The Brooklyn location will also include a coffee bar and artisanal bakery by Orwashers.

365 banner stores are designed to compete mid-market grocers, which are abundant in the New York market. With a smaller staff, no deli or butcher counters, a layout that mixes in non-organic options and smaller packages, and a no-frills industrial design, 365 is able to keep its costs short and its profit margins wide. When the banner first debuted in Los Angeles, source Time Out reports, shoppers were driven wild enough by the prices that they organized a massive parking lot party.

Will Whole Foods find that 365 will thrive in the impacted but receptive New York grocery scene? AndNowUKnow will continue to report.

Whole Foods Market 365