In an innovative move that is set to reshape the convenience store experience, Gelson’s, a well-known independent grocer in Southern California, has partnered with Rove to launch ReCharge by Gelson’s. This new 3,000-square-foot premium convenience store is strategically located at 1008 E. 17th St. in Santa Ana and is poised to cater to both busy commuters and local residents looking for quality food and services.
The ReCharge store features an impressive array of 40 ultra-fast electric vehicle chargers, offering a solution not just for on-the-go fueling of cars, but also providing a platform for customers to refresh themselves during the charging process. This concept arises as electric vehicle adoption soars and consumers seek more than just gas stations with fast-snap service; they want an experience. Ryan Adams, the president and CEO of Gelson’s, underscores the importance of this expansion, stating, “For the first time in more than 70 years, we’re expanding beyond our full-service markets to bring our award-winning food, beverage, and hospitality experience to a new audience.”
This strategic move aligns perfectly with the current trends in food retailing where convenience and quality are essential. Customers in today’s fast-paced world seek meals that don’t compromise on freshness and quality. At ReCharge, patrons will find a curated selection of ready-made meals including sushi, sandwiches, salads, and cheese plates. Alongside these offerings, the store will serve a variety of beverages, snacks, fresh fruits, dairy products, and frozen items.
In addition to the extensive food and beverage selections, ReCharge by Gelson’s aims to redefine what a convenience store can offer. Unlike traditional gas stations that often provide a purely transactional experience, the Gelson’s concept encourages customers to linger and enjoy their surroundings while they wait for their vehicles to charge. Facilities such as a 24/7 lounge equipped with restrooms and free Wi-Fi, as well as an eco-friendly car wash, further enhance this customer-centric approach.
Bill Reid, chairman and CEO of Rove, comments on this collaboration, stating, “Bringing the Gelson’s team and their ReCharge concept to our full-service EV charging center aligns with our mission to elevate the customer experience. Together we’re setting a new standard for EV drivers by combining great service and amenities with an efficient charging process.” This dual focus on electric vehicle infrastructure and quality food service represents a significant shift towards sustainability in retail.
For many consumers, the idea of stopping to charge their electric vehicles can often feel like a chore. However, the ReCharge concept turns that inconvenience into an opportunity for leisure. Customers can now enjoy good food and a comfortable environment while their vehicles regain power, creating an inviting stopover that is more akin to a café than a traditional pit stop.
The strategy reflects a broader trend in the retail market where grocery and convenience stores are evolving to meet changing consumer demands. How does Gelson’s unique approach improve customer loyalty? By catering to the needs of EV drivers and those who prioritize quality food options, Gelson’s positions itself as an innovative leader in the market.
The plan for future expansion is already in the pipeline with Rove expressing intentions to roll out additional ReCharge facilities across Southern California. This ambition aligns well with the increasing popularity of electric vehicles as consumers become more environmentally conscious.
Established in 1951, Gelson’s continues to adapt to market changes while maintaining its commitment to quality. Currently, the company operates 27 locations throughout Southern California, but with ReCharge, they are now pioneering a fresh concept that could redefine how consumers view convenience stores.
The ReCharge by Gelson’s initiative not only signifies a remarkable shift in convenience store operations but also highlights the potential for synergy between sustainability and gourmet food offerings. The future of convenience retail is here, and it’s a place where convenience meets quality, where your car can recharge while you indulge in a delicious meal.
