The California chain, as we all are probably well aware by now, is known for offering gourmet foods with a focus on quailty and convenience, at very low prices, often under its own label. Instead of producing all of the products themselves, they work closely with national or global brands that meet their quality standards to get lower prices for shoppers. One of the reasons that this strategy works so well is that the stores have a wide variety of items, but a very limited choice in each category, so once a product makes it into the store, it will not face much, if any, competition for sales. Many products are packaged to serve two or four, making them ideal for busy families or couples.
If rumors can be believed, the company is planning more than one Atlanta location to follow this first store, as well.