Gelson’s has a long history in California. After opening its first location in 1951, the company quickly became known for large aisles, large carts and staying on the cutting edge of the grocery industry. It now has 18 grocery stores across Southern California.
Earlier this year, the company brought that same forward-thinking sensibility to its first-ever convenience store.
The inaugural ReCharge by Gelson’s in Santa Ana, California, sits on the site of a large electric vehicle charging hub by Rove, which approached Gelson’s about bringing retail to the space.
“After collaborating on our respective visions, we realized it was a perfect fit,” Ryan Adams, CEO of Gelson’s, said in an interview.
The finished site, which opened in October, includes 40 direct-current fast chargers, a 24-hour access lounge area with bathrooms and free WiFi, and the ReCharge convenience store. The companies said they plan to expand this collaboration to additional locations.
“The ReCharge concept allows Gelson's to introduce the brand to customers in areas where we may not typically operate, while also providing strategically placed outposts for commuters and travelers across the region,” said Adams.
While the site has only been open for a few weeks, Adams said feedback has been “overwhelmingly positive,” with customers reacting favorably to the selection, the “clean, friendly atmosphere of the store” and the availability of fresh food options. The spot, located near Interstate 5, is accessible to nearby residential neighborhoods as well as commuters.
The c-store industry has recently started discussing how EV charging might remake their stores as more and more consumers adopt those vehicles. ReCharge by Gelson’s offers a look at how one company is trying to meet that future opportunity.
“Unlike traditional gas stations where the experience takes only minutes, guests refueling at Rove will have more time to spend while waiting for their cars to charge,” said Adams in the news release when the store opened.
A new experience for Gelson’s
While Gelson’s has decades of grocery data to draw from, a convenience store was a whole new venture, and most of the expertise the grocer has cultivated didn’t directly translate to the new environment.
“However, we leveraged our strong relationships with vendors and suppliers to build a diverse product assortment,” said Adams. “Customers will find items that are key to a successful convenience store, as well as products that resonate with Gelson’s shoppers.”
To this end, the 3,000-square-foot convenience store, located at 1008 E. 17th Street in Santa Ana, brings in aspects of both worlds. While much of the store stocks the sort of grab-and-go items that shoppers expect from a convenience store, it also shares many features with the retailer’s grocery stores.
That includes spacious aisles — a far cry from the cramped interiors of some convenience stores, which are trying to promote quick trips and maximize the number of products they can get inside.
Recharge by Gelson’s also carries a “unique selection of better-for-you and local items,” Adams said. He noted that this mix will appeal to many of Gelson’s established customer base while also introducing new visitors to what the chain can offer.
“As an established grocer operating a convenience store, we also benefit from the ability to quickly adjust our assortment based on what ReCharge customers are looking for, while simultaneously meeting the grocery needs of the local community,” Adams added.
How about the food?
As customers might expect from a store at the intersection of grocery and convenience, ReCharge by Gelson’s also offers a wide variety of food items. These range from consumer packaged goods and fresh fruits to a menu of curated prepared items.
Coffee lovers can find a Franke A400 coffee machine, which features push-button controls and customizable features. Caffeine aficionados can choose from options like cappuccino, latte, mocha, Americano and even hot chocolate. The machine also has technology to allow customers to select the consistency of their foam.
On the food side, ReCharge by Gelson’s doesn’t currently offer hot foods or a made-to-order menu, though Adams said that will be added to the concept in the future. However, there’s a healthy assortment of grab-and-go options.
“We wanted to ensure that our ReCharge customers receive the same high-quality restaurant items they’ve come to expect from Gelson’s,” said Adams. “This decision was informed by the category review research we conducted, which guided us toward the quick grab-and-go, chef-crafted meals.”
The list of items customers can pick up include not just fresh handmade sandwiches, soups and Wolfgang Puck salads, but also a variety of fresh-made daily sushi options and charcuterie plates.
“We know that these are items that our customers enjoy,” said Adams. “We are proud of our quality items like sushi and specialty cheese, so we worked to create some new varieties and sizes that will work well for these traveling foodies.”
