Safeway opens restaurant

For a long time both supermarkets and C-Stores have been trying to figure out how to gain market share in the industry. Safeway has opened “Citrine”—a restaurant separate from its supermarket locations, as a test kitchen.

The restaurant, situated just behind a Safeway store, uses only products available through the chain's distribution centre. The Citrine website even offers a "Dash & Dine" option for registered members. Meals from the menu can be selected and prepared for a pick-up time. The Cistine menu boasts "globally inspired" cuisine. An average dinner would cost arounrd US$25.

The restaurant, located in a small retail centre, tests recipes for the prepared food sections in Safeway’s stores. Citrine opened to the public earlier this month, with no fanfare or any publicity from Safeway.

In addition to its supermarkets, Wegman’s operates Tastings, a restaurant concept that truly ‘sells the sizzle’ by offering a dining experience utilizing ingredients and wine available from the adjacent Wegman’s supermarket.

The two concepts are slightly different in that it seems Citrine is being viewed as more of a test kitchen for trying out new prepared foods that it can eventually sell in its stores whereas Tastings, given its store-adjacent location, acts almost as a sort of upscale sampling table. It gives people a taste of what they could make themselves. It allows families to taste-test entrees or side dishes to see who will eat what, before someone spends hours making it at home.