New Fairway opens on Upper East Side. Photo:Fairway.
With the new Upper East Side 25,000 square foot Fairway opening July 20, will Upper West Siders get Fairway envy?
The new store boasts three high-speed elevators to whisk you to the second floor. No balky, coughing, wheezing contraption like the conveyance in the UWS locale. The aisles will be wider in the new store too, according to a Fairway spokeswoman.
What will Fairway be like without scowling little old ladies jamming their shopping carts into your shins?
I for one will be sticking to the original Fairwary on Broadway and 74th. The new one sounds too glitzy, too Upper East Side.
The new UES store is the first to open in Manhattan since the Harlem supermarket debuted in 1995. Located at 250 E. 86th Street between 2nd and 3rd avenues, the new locale means that Upper East Siders won’t need to schlep across the park to shop at the supermarket-cum-specialty food store. What’s more, the UES store makes Fairway a player in the supermarket wars sweeping the city as Trader Joe’s and Whole Foods establish beachheads in Manhattan.
Here’s what’s being rolled out at the Upper East Side location:
- a fresh mozzarella station
- more than 50 kinds of marinated olives in tubs.
- sushi made fresh daily on premises; hot take out dishes
- specialty, organic and kosher departments
- butcher and seafood departments
- a “Fairway To Go” café, offering items like bagels, sandwiches, coffee, a chopped salad bar, including pastries in a separate space next door to the grocery superstore. There won’t be a full-service restaurant.
- over 600 cheeses
- over 100 varieties of olive oil
- gluten-free groceries and frozen foods
Trader Joe's Upper West Side store. Photo: Laura B. Weiss
I looked around the shiny new Trader Joe’s on 72nd and Broadway. It’s the usual Trader Joe’s stuff, but wonder of wonders, it wasn’t jam packed. Nice wide aisles too.
On the grocery-store-obsessed Upper West Side, as we all know, the opening of the new Trader Joe’s appears to rank above the launch of a new three-star restaurant.
Let me know what you think of the new store–and whether you’re doing less shopping at Fairway now that TJ’s is open.
Here’s a photo that offers living proof that Trader Joe’s will almost certainly be opening soon. Want a job? They’re taking employment applications in a loading area on 72nd Street, or at least they were a couple of days ago.
For more Trader Joe’s Coverage, click here.
Photo: Laura B. Weiss
The Westside Independent reports on the latest Upper West Side Trader Joe‘s machinations:
Construction at the new building on the corner of 72nd Street and Broadway is ongoing, and there are still no signs of Trader Joe’s imminent arrival on the ground floor, but that should change in a few months.
Trader Joe’s will take over the retail space at 200 West 72nd Street in March and is expected to complete renovations by August, according to City Councilwoman Gale Brewer. Click here to read the entire article on the Westside Independent.
The Upper West Side’s supermarket wars are heating up. With Trader Joe’s scheduled to move next year into a location at Broadway and 72nd Street, you would expect Fairway, the neighborhood’s iconic specialty grocer perched two blocks north at 74th Street, to be feeling the heat.
Fairway Market. Photo: www.fairwaymarket.com.
But Fairway’s longtime cheesemonger, Steve Jenkins, says he isn’t losing sleep over the prospect of having to compete with Trader Joe’s discount prices and popular house-brand specialty products.
“As for Trader Joe’s, I really don’t know what to say to you,” Jenkins said in an e-mail.
“Will we respond? No. Will we change our product line? No. Will we lower our prices? No. Merchandising? No. Promotions? We don’t promote. Advertising? We don’t advertise. Anything else? Not that I know of.”
In addition to its website which displays videos, store history and other Fairway related marketing material, Fairway mails discount coupons to customers and conducts other store promotions.