Jason Potter will join the discounter from The Fresh Market. While the grocers might seem sharply distinct from each other, they both take differentiated approaches to appeal to shoppers.

In early February, when Jason Potter jumps ship from The Fresh Market to become the next president and CEO of Grocery Outlet, it might seem like he is going from night to day.

Grocery Outlet’s focus on low prices and a frequently rotating assortment fueled by opportunistic buying stands in stark contrast to The Fresh Market’s upscale shopping experience featuring premium, carefully selected goods. The former’s stores aim to offer a low-frills treasure hunt experience, while the latter’s emulate gourmet European markets. During the pandemic, The Fresh Market even started instructing its employees to slip handwritten thank you notes into online orders.

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