New C-Store Goes High Tech in Mile-High Denver

Choice Market aims to reinvent convenience.

April 20, 2021

The Choice Market Exterior

DENVER—Choice Market, the four-store convenience chain located in Denver, has opened its most high-tech and biggest outlet—a 5,000-square-foot store on the ground level of an upscale Denver high-rise apartment in the Golden Triangle neighborhood.

According to, the newest location uses the brand’s Choice Now mobile check-in and cashierless checkout technology (powered by AiFi) for a contactless-free shopping experience. Upon entry, shoppers scan the app, pick up their groceries, freshly prepared meals and other items and then leave without a traditional checkout. A receipt is sent directly to the customer’s mobile device moments after they exit the store.

Using hundreds of ceiling cameras, the frictionless technology is “the largest camera-only store that we’ve launched in the U.S. to date,” said Steve Gu, co-founder and CEO of AiFi. “We’re excited to partner with Choice to bring seamless shopping to its customers.”

While acquiring loyalty points that can be redeemed for discounts in the future, Choice Market’s mobile app lets customers shop the entire outlet by recipes or dietary lifestyle. Shoppers may use the app to order any item in the market, including alcohol. Deliveries arrive at customers’ doors in 45 minutes or less thanks to its fleet of electric vehicles and e-bikes, a spokesperson said.

The store was designed especially for the high-density Golden Triangle neighborhood and features a wide selection of seasonal produce, dairy, groceries and protein items. Choice Market is committed to offering local, high-quality groceries and fresh foods, including products from more than 60 Colorado suppliers. Two suppliers—High Point Creamery and Method Coffee Roasters—have dedicated shops inside the store, offering premium ice cream and small-batch roasted coffee. Choice Market expects to open more stores in Denver and then grow throughout the state.

Earlier this month, NACS Daily reported that Choice Market also plans to launch an e-commerce website and open fully automated shipping container c-stores. “A lot of moving pieces go into creating an omni-channel experience of this scale,” said Mike Fogarty, founder and CEO. “Choice is all about reinventing convenience, and I have no doubt that this innovative guest experience and disruptive business model will forever change how grocery shopping is done.”