Phoenix Fry's gets new 'Signature' look

PHOENIX - Ever wished for valet parking when you have a basket full of groceries? It's just around the corner if you live near the Fry's at Tatum and Shea.

A revamp of the Fry's store is done and it's new Signature Marketplace has opened it doors, The Arizona Republic reports.

The store is in close proximity to Trader Joe's and Whole Foods and will likely appeal to the upscale shoppers not affected by the economy who frequent AJ's Fine Foods grocery stores.

The longtime Valley supermarket chain, known for its low prices, is staking a claim for more affluent shoppers - and the higher profits they bring - with an upscale store that features valet parking, custom car washes, a cooking school, wine bar and expanded selections of organic produce and high-end meats.

Although it would seem that economy would dissuade the company from building an upscale market, the newspaper said upscale stores, like AJs have done well during the recession as their customers "have been less affected by the economic downturn."

Although the store at 4707 E. Shea Blvd., will carry an expanded line of high-end merchandise, the majority of the products will be priced the same as at other Fry's locations.

While there are 121 other Fry's supermarkets in the Arizona, this one will be a one of a kind:

Customers can park in the shade in a covered parking lot or have a valet park it and wash it. And while they wait for the valet to bring their car around after shopping, they can watch television next to a fireplace in the outdoor lounge.

Inside, there is a test kitchen and the only cooking school in any Kroger store, and a wine cellar with 2,000 varieties. Shoppers can take a break and sample a vintage at the wine bar or pick up a cigar from a well-stocked humidor.

Local residents got to have input in the store and what successful features in the store may be replicated in other Fry's stores.

Bank of America had a branch inside the store. A new branch was built in the store's large parking lot.