BUCKTOWN — At a local Fresh Thyme's grand opening on Tuesday, shoppers eager to scour deals explored the grocery's graze-friendly layout while others waited in line to snap a selfie with breast cancer survivor and TV host Giuliana Rancic, a pink carpet guest of honor.
"This ice cream was $6.29 on sale at Mrs. Green's but is $3.99 at Fresh Thyme," pointed out Pam Schwetz, a Bucktown resident who was stocking her cart with several cartons of Alden's organic ice cream.
Just west of the Chicago River on the border of Lincoln Park and Bucktown and across from a new Ford dealership, the 28,630-square foot store — Fresh Thyme's seventh in the Chicago area— specializes in organic and conventional produce, meat and dried goods like Goji berries and sunflower seeds.
The store offers 110 parking spots, as well as a bike rack. A Fresh Thyme spokeswoman said that a free DIY fix-it station for bikes, which will include tools attached to wires, will be installed within the next three weeks.
Located in a former TigerDirect at 2500 N. Elston Ave., Fresh Thyme Farmers Market officially opened at 7 a.m. Wednesday after a ribbon cutting ceremony. Bags of free groceries were handed out to folks lined up as early as 5:30 a.m.
The store offers only four traditional aisles. An open layout features bulk bins stuffed with raw food and candy sold by weight along with a salad bar. A butcher with a sushi bar and pizza counter occupies one end while beer and wine hold court at the other side.
Opening night at Fresh Thyme [DNAinfo/Alisa Hauser]
The opening night for those who'd signed up online through Fresh Thyme's Facebook page included an appearance by Rancic, who received a $20,000 donation to her foundation, Fab-U-Wish, from Fresh Thyme's founder and CEO Chris Sherrell.
Before accepting an oversized check from Sherrell, Rancic encouraged shoppers to support companies that give back.
When asked about the unusually low prices, such as 97-cents for a 6-ounce container of raspberries and asparagus for $1.27 per pound, Sherrell cited the company's "overly frugal culture" that uses refurbished rather than new equipment when it can and places a strong emphasis on private label or in-house brands.
Also on Wednesday, the aggressively expanding Fresh Thyme, based in Downers Grove, opened two other stores, in a former Dominick's in Crystal Lake and in Naperville. The chain plans to grow to 60 stores by 2019, Sherrell said.
When asked how Fresh Thyme will attract customers who might already have a favorite local spot to buy produce, Sherrell said he understands the local consumer mindset.
"Everyone in Chicago is very loyal. We want to give them a reason to cheat, do a little bit of exploring," Sherrell said.
Of particular note, Fresh Thyme has nine cash register lines, none of which are self check-out kiosks, an intentional choice to offer better customer service, Sherrell said.
Kim Cuevas and Justine Khalfaoui, two former Strack And Van Til cashiers, are among Fresh Thyme's cadre of 85 part-time and full-time workers.
"It's a new environment and they really care about us," Cuevas said, while Khalfaoui said she was inspired to make the switch to a competing store because she thinks "there are more chances for advancement" at Fresh Thyme for her.
Fresh Thyme Farmers Market, 2500 N. Elston Ave. Hours are 7 a.m. to 10 p.m. daily. Ph: 872-210-3010.
For more photos, check out the slideshow at the top of this story:
Fresh Thyme, 2500 N. Elston Ave. [All photos by DNAinfo/Alisa Hauser]
Former Strack Van Til cashiers Kim Cuevas and Justine Khalfaoui now work at Fresh Thyme.
Fresh Thyme CEO Chris Sherrell, with microphone, and TV host Giuliana Rancic greets opening night crowds.
Fresh Thyme's Kosher foods area.
