- Whole Foods said it will launch a Brazilian churrasco restaurant in its Ponce de Leon store in Atlanta sometime in 2017, according to Supermarket News. It will seat 48 guests.
- Rumored to be called, “The Roast,” the in-store eatery is just part of a major renovation at the store.
- Other plans for the restaurant include adding billiards, a DJ platform and digital-ordering kiosks.
Once “The Roast” begins operation, it will be Whole Foods’ first in-store Brazilian restaurant, adding to the number and variety of grocerants that analysts predict could be a major focus for retailers in coming years.
The popularity of in-store dining is often attributed the variety of choices, healthier options and convenience. Some studies have shown that millennials enjoy socializing in a retail environment, so this restaurant will only add to the appeal.
USA Today said that dining in stores is one of the quickest-growing segments of the grocery industry. Since 2008, sales of prepared foods, which include in-store and takeout dining, have increased 30%.
While most attempts at in-store dining have been more quick-food oriented, the new Brazilian concept that Whole Foods will experiment takes things up a level, offering a fast-casual approach. If successful, it probably won’t be long before the grocerant starts popping up at groceries across the nation. And this particular option may be successful at capturing the sought after millennial demographic. Studies have shown that millennials also are interested in exotic flavors and food in bowls, giving them more of a reason to come into this Whole Foods.