Choice Market

Choice Market was a Denver-based network of technologically advanced convenience stores aiming to blend quick service with a curated selection of healthy and local products. Founded in October 2017 by Mike Fogarty, the company sought to redefine the convenience store model by offering an omnichannel shopping experience. Fogarty, who holds a supply chain degree from Penn State and an MBA from Thunderbird, drew inspiration from his background in supply-chain management at companies like Danone, his restaurant experience, and the small-format European grocery stores he frequented while studying in Barcelona.

The business operated as a hybrid between a fast-casual restaurant, a natural grocery, and a traditional c-store. Its revenue model was based on the sale of fresh produce, groceries, scratch-made prepared meals, and everyday necessities. A significant portion of its sales, around 50%, came from its prepared foods menu, which featured customizable bowls, salads, and sandwiches. The product mix was a notable characteristic, combining organic and local items with popular brands like Coca-Cola to serve a broad customer base.

Choice Market's core strategy involved integrating user-friendly technology to enhance the customer experience. This included a mobile app for ordering, self-service kiosks, and a loyalty program. A key feature was the implementation of frictionless, checkout-free shopping technology in partnership with firms like AiFi and Adroit Worldwide Media (AWM). Customers could use an app to enter, select their items, and leave, with the purchase automatically charged to their account. The company also planned to scale through 400-square-foot, automated "Mini-Mart" formats, designed for locations like hospitals, airports, and campuses.

Over its lifespan, the company raised nearly $10 million in funding to fuel its expansion plans. However, it faced significant headwinds from the COVID-19 pandemic, rising inflation, and a difficult capital market, which impacted its high-growth strategy. In May 2024, Choice Market Holdings Inc. filed for Chapter 11 bankruptcy. After several months of attempting a reorganization, the company announced in October 2024 that it was permanently closing all operations.

Keywords: convenience retail, omnichannel market, frictionless checkout, smart store, autonomous retail, computer vision shopping, local sourcing, prepared foods, fast-casual grocery, urban convenience, tech-enabled retail, mobile app ordering, automated stores, Mini-Mart concept, grocery delivery, Mike Fogarty, Denver retail, grocery-tech, cashierless store, food accessibility