Market Watch: Chicago-Based Retailer Foxtrot Reinvents The C-Store Model
April 23, 2021Foxtrot, the Chicago-based chain with e-commerce roots, is on a mission to transform the convenience store stigma from that of featuring low-end commoditized wines to a reputation for well-curated offerings that excite and educate customers. Unlike some other c-stores, “our point of view is that wine can be an exceptionally discoverable and exciting experience,” explains Dylan Melvin, who is beverage director of the quickly expanding chain. “That’s demonstrated through the education we provide our customers, as well as through our partnerships with authentic, artisan winemakers, all while not being pretentious. To have such a unique point of view in a channel like convenience is refreshing.”
Indeed, Foxtrot is unique among c-stores. Co-founded in the Windy City by Mike LaVitola and Taylor Bloom six years ago, Foxtrot started out as a delivery-only enterprise offering typical corner grocery fare to busy Chicago residents and workers. Guided by data from those early transactions, the pair opened the first Foxtrot storefront two years later. “We had the idea of re-merchandising a store format that people love, convenience stores, with products that people love, including wine, craft beer, and other locally made products,” says LaVitola, who serves as CEO. “Our intention was to create the corner store online. In recent years, we’ve expanded that into retail, and we’ve had fun growing the company across both channels.”
Today, Foxtrot has ten store locations—eight in Chicago and two in Dallas—and a continued strong e-commerce presence. At press time it was set to launch two stores in Washington, D.C., and more units will also open this year in Chicago and Dallas, with a goal of doubling the current store count by the end of 2021. Market Watch has the full story.—Terri Allan
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
