Ideas 2 Go: Delivering Choice

Denver’s Choice Market has shifted its business to serve the community during the coronavirus pandemic.

March 30, 2020

ALEXANDRIA, VA—Choice Market founder and CEO Mike Fogarty and his team have developed a convenience store and prepared food offer that’s suited for an urban Denver community, where customers tend to gravitate more toward upscale healthier options made with natural and organic ingredients.

In 2019, NACS visited Fogarty, and his team showcased the Choice Market concept in the NACS Ideas 2 Go program. Today, amid the current coronavirus pandemic, the team has pivoted its business to serve the community, including the store that’s located in a 350-unit apartment complex, offering a mix of convenience, grocery and restaurant choices.

On March 16, Denver Mayor Michael Hancock announced an eight-week closure of all on-premise dining throughout the city. Choice has in-store and outside seating, but has been able to remain open and continue offering its restaurant menu for curbside pickup and delivery from its two locations in the greater Denver area.

Customers can also select contactless delivery through third-party delivery partners for in-store merchandise such as home essentials like paper products (limit of two units per customer), bathroom products, proteins, produce, dairy, and dry goods, as well as vegan, gluten-free and other diet-friendly items.

“Choice is committed to ensuring the safety of our customers and our staff and will continue to take proactive measures while we service our customers with fresh food, groceries and home necessities,” notes the retailer’s website, which also highlights actions being taken to prevent the spread of COVID-19:  

  • Enhanced cleaning and safety procedures by sanitizing all high contact surfaces every 15 minutes
  • Requiring all staff to wear disposable gloves at all times, including those not handling food
  • No more than 10 customers at any one time will be permitted in the markets
  • Closing seating areas

Choice is also recognizing those in the community who are on the front lines of current pandemic: “In an effort to support our fellow colleagues who have been the most impacted, Choice is offering a 20% discount on the entire bill for any employee in the service industry, as well as any first responders and medical personnel.”

The NACS Ideas 2 Go program captures insights from convenience and fuel retailers who are creating innovative consumer experiences by staying ahead of the everchanging retail landscape. See more from Fogarty and the Choice Market team in Ideas 2 Go.

Coronavirus Resources

NACS has compiled resources to help the convenience retail community navigate the COVID-19 crisis. For news updates and guidance, visit our coronavirus resources page.