As Fresh Thyme Market celebrates its 10th anniversary, the company’s leadership team is focusing on a theme that resonates deeply with their mission: community. This year, the Illinois-based retailer is not just thinking about cake for the celebrations but how to honor local bakers and inspire healthier futures through their community engagement. The recent 10th Birthday Cake Contest, which highlighted the creativity of local bakers, showcased Fresh Thyme’s dedication not just to quality ingredients, but to the values that define their brand.

In July, Fresh Thyme announced its contest winner, Crystal Stanley, from Crystal Kitchen in Bloomington, Illinois. The contest highlights Fresh Thyme’s commitment to supporting local businesses while underlining key elements of their business strategy—quality, experience, and community. Liz Zolcak, president of Fresh Thyme, expressed excitement about honoring local talent and ensuring that their cakes symbolize the fresh, locally-sourced offerings they champion.

As part of the recognition, Stanley will receive $5,000 and mentorship opportunities to grow her small business, along with a donation to the Eastern Illinois Foodbank. This initiative reflects Fresh Thyme’s ethos of fostering connections with local communities and providing meaningful support for small businesses.

Quality

Founded in 2014 in Downers Grove, Illinois, Fresh Thyme operates 70 stores across a 10-state footprint. Over the past couple of years, the company has worked diligently to redefine its value proposition, especially in light of changes brought about by the pandemic. Zolcak noted, “We did a lot of work recently to understand our journey as a brand… the result was really our customer value proposition.”

Quality to Fresh Thyme goes beyond merely offering fresh products. It entails a curated assortment tailored to reflect both customer needs and the local community. This means sourcing products that not only meet high standards for quality, but also tell a story. Fresh Thyme collaborates with local suppliers, helping them navigate the distribution landscape and negotiating key supply chain elements, thus enabling smaller vendors to thrive.

An example of this dedication to quality is showcased through limited-time offerings like the exclusive Lori Anne Peaches, which are only available in the Midwest through Fresh Thyme. Zolcak mentions that the initial demand for these peaches was so strong that the company quickly adjusted their supply chain to meet customer needs, underscoring their agility in responding to market demands.

Experience

Fresh Thyme believes that a positive employee experience directly contributes to a superior customer experience. By prioritizing team members, the company fosters an environment in which each employee feels valued and empowered. With 4,000 team members, Fresh Thyme invests in career pathing to ensure staff has opportunities for growth and development.

Caro, group VP of merchandising and marketing, highlighted the importance of collaboration and communication among employees. By empowering team members to curate products for customers, Fresh Thyme effectively builds a culture of ownership that enhances overall customer interactions. “We’re empowering them to scout local products and bring those options to us,” Zolcak added.

This employee-first approach translates into an enthusiastic, knowledgeable workforce that enhances customer loyalty. The company has also focused on creating an omnichannel experience that balances the in-store shopping environment with e-commerce, ensuring customers receive engaging content and high-quality service whether they shop in person or online.

Community

In the redefined business model, community engagement plays a vital role. Fresh Thyme seeks to mirror the communities it serves in its store teams, product assortments, and in-store merchandise. Zolcak emphasized the importance of local relevance, stating, “We want the communities where we operate to see themselves reflected… in the products that we sell, in the signage in the store, how we merchandise, and the assortment that we carry.”

The company encourages store teams to take the lead in planning community events, allowing them to inject their local personality into the corporate strategy. These efforts aim to create personal connections that resonate with customers, promoting a sense of belonging and fulfillment.

The focus on community extends to internal engagement as well. Fresh Thyme continuously explores strategies to keep team members engaged. Frequent product discounts and initiatives to keep staff informed about the latest trends help in maintaining a motivated workforce that is well-equipped to connect with and educate customers.

Conclusion

Fresh Thyme’s 10th anniversary is not only a celebration of its establishment but also a pivotal moment for the company to enhance its connection with customers and communities through quality products, employee empowerment, and community-driven initiatives. Their dedication to these pillars aligns perfectly with the increasing consumer demand for healthier options, deeper local engagement, and a desire for companies to reflect their values in every aspect of their business.

As Fresh Thyme looks ahead, it aims to continue adapting and thriving as a key player in the grocery sector, positioning itself for sustained success through focused efforts on quality, experience, and community engagement.