Foxtrot is making a highly anticipated return to Chicago, with the reopening of its Gold Coast location on September 5. This marks a significant moment for the retailer, which faced a shocking closure of all its stores earlier this year in April. The relaunch not only seeks to reintroduce familiar offerings but also aims to enhance the in-store dining and drinking experience, combining what was loved about Foxtrot with a modern twist.
In an exclusive interview with Progressive Grocer, founder and Foxtrot Chairman Mike LaVitola shared insights into the company’s journey back to the retail scene. Following the abrupt shutdown, which was part of a Chapter 7 bankruptcy of its parent company, Outfox Hospitality, LaVitola took the helm once again with support from a New York-based investment firm. This relaunch is characterized by a return to Foxtrot’s core mission, focused on high-quality merchandise and engaging storytelling.
LaVitola emphasized the significance of the reopening location at 23 W. Maple, strategically chosen for its central position within downtown Chicago, close to the renowned Magnificent Mile. “This location encompasses everything Foxtrot stands for,” he stated. The reopening signifies not just a physical return but a recommitment to the values that originally set Foxtrot apart.
The fallout from the earlier closure affected many, including vendors and loyal customers. LaVitola acknowledged the need for candid communication throughout since many felt blindsided. “We reached out to every vendor personally, explaining what had occurred and how we could work together moving forward. Our commitment to them is strong,” he noted. This personal touch has been pivotal in regaining trust and ensuring that nearly all previous vendor relationships have been rekindled.
An equally important aspect of the relaunch involves reconnecting with former employees. LaVitola highlighted their efforts to bring back as many team members as possible, stressing the importance of continuity within the workplace. “The vibe of the store needs to be warm, inviting, and familiar—as it was before,” he explained. To enhance the customer experience, additional seating has been created, and the ordering and pickup processes have been streamlined. The goal is for technology to facilitate the experience without being intrusive.
Foxtrot is now officially branded as Foxtrot Cafe and Market, which reflects its dual nature as a modern coffee shop and an upscale market. The store offers a thoughtfully curated selection of coffee, groceries, and café products sourced from both local makers and beyond. Customers can expect to find a diverse menu that not only encompasses coffees and pastries but also expands into food options and happy hour drinks as the day progresses.
In terms of product offerings, LaVitola revealed that the SKU count has intentionally been reduced from a bloated 5,000 back to a more manageable 2,500. “This return to a more curated selection allows us to focus on quality rather than quantity, which aligns perfectly with our mission,” he stated. This prudent approach ensures that each product in-store contributes meaningfully to the customer experience.
To celebrate the grand reopening on September 5, Foxtrot has organized special promotions, including complimentary coffee from 6 a.m. to 10 a.m., accompanied by samples of cookies and berry chai. Additionally, a Happy Hour event scheduled for September 6 promises $4 local draft pours and $7 wine pours, providing a perfect opportunity to draw in both newbies and loyal customers alike.
Looking ahead, LaVitola disclosed plans for further expansions, with more Foxtrot locations designated to reopen in both Chicago and Dallas over the next year. “We anticipate having openings every two to four weeks. This careful scheduling ensures we adhere to licensing regulations and adequately train our staff,” he clarified.
Foxtrot’s return marks a pivotal moment in its narrative, reflecting resilience and a renewed commitment to community connection. The company is not only revamping its retail strategy but is also focusing heavily on rebuilding trust and enthusiasm in the marketplace. As Foxtrot reopens its doors, customers can expect a store that not only provides quality products but also fosters a warm and welcoming environment.
As we witness the unfolding of Foxtrot 2.0, it’s essential for stakeholders and observers in the retail sector to note how transparency, employee involvement, and vendor relationships can significantly shape a retail brand’s relaunch strategy.
