Hy-Vee on Tuesday is opening its first “Fast & Fresh” store in Minnesota.
Located at 17380 Cedar Avenue in Lakeville, the 91,000 square-foot store features grocery items, a Starbucks coffee drive-thru, and 12 gas pumps.
Hy-Vee’s Aisles Online pickup service will be available, along with made-to-order offerings like wood-oven pizza and sushi. The store also will carry a full selection of groceries, from pantry and frozen items, to produce, dairy, meat, bakery, and more.
The only difference between the concept store and a full supermarket Hy-Vee is that it might carry less brand options, says Hy-Vee spokeswoman Christina Gayman.
“Hy-Vee’s Fast & Fresh concept is intended to serve the busy customer needing a more convenient grocery experience,” Gayman says. “They want something that’s quicker to get in and out, they want the same grocery items as in a larger store, but don’t need to shop in a larger store all the time.”
The concept was first announced in 2017 and has since rolled out in three locations in Iowa, where Hy-Vee is headquartered.
Gayman says Fast & Fresh stores are a good option for families—oftentimes parents with kids in the car will stop by on the way home from work to pick up made-to-order or take-and-heat options for dinner. Other customers may stop in to pick up a couple things they need for a recipe.
She says millennials, too, use it for similar reasons, and various professionals even go to the stores for lunch. The drive-thru has been popular among folks who want a midday coffee option, says Gayman.
The first Fast & Fresh opened in Davenport, Iowa last December. Construction on the Lakeville location began last October. Upon opening, it will generate 51 new jobs for the area, and will be open from 5 a.m. to 11 p.m., seven days a week.
Hy-Vee’s foray into the fast grocery space comes amid an explosion of new grocery options in the Twin Cities. Just last week, Amazon launched its AmazonFresh grocery delivery service in the Twin Cities market. Meanwhile, Target has continually expanded its curbside pick-up and same-day delivery service.
The grocery industry overall has grown increasingly competitive, but Gayman says Hy-Vee is confident in the market demand for Fast & Fresh. She says the company is actively considering bringing the concept to more locations, though she could not disclose any specific plans for future Minnesota stores.
The residential Lakeville site was chosen as the first for Minnesota because it’s a high-traffic area. “It was a prime location,” says Gayman.
The Fast & Fresh grows Hy-Vee’s overall presence in Minnesota. The company first entered the market in 2015, and now has more than 10 locations throughout the state. Among them is a Lakeville supermarket that opened in 2016. It’s located just 3 miles from the new Fast & Fresh.