Specialty Food Magazine

Summer 2019

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/1119718

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Page 40 of 155

38 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com The Drug Store 2 9 3 C H U R C H S T R E E T The Drug Store, a closet-size retail space that opened in New York's Tribeca neighborhood in fall 2018, operates on an honor system. Instead of store clerks or self-checkout, The Drug Store allows thirsty patrons to take what they want from one of its stainless steel refrig- erators—which are stocked with beverages by the brand Dirty Lemon. Before leaving with a bottle of Dirty Lemon Turmeric or Dirty Lemon Collagen, customers are supposed to text their purchase to the brand, which sends a message back asking for credit card information. (Each 16-ounce bottle sells for $10.) It's a forward-thinking concept from Dirty Lemon, a company that launched its pricey, trendy functional beverage line in 2015 and sells them by the six-pack only via text orders. (Other varieties are infused with chromium, charcoal, and matcha, among other nutrients.) That millennial-friendly business model helped the brand make a name for itself in the wellness market. Fans and curious New Yorkers also took to the Tribeca store, which has been so successful, a second Drug Store opened inside the Shops at Hudson Yards in March. "Since we opened The Drug Store Tribeca last fall, we've seen over 50,000 customers walk through the space, with under 5 percent loss each month," says Merel Petri, senior director of communications at Iris Nova, the parent company of Dirty Lemon and The Drug Store. "This early success prompted us to expand the concept and Hudson Yards is a result of that expansion. We attribute the minimal theft to our loyal customer following, built carefully over the past four years." Later this year, both Drug Stores will also fea- ture cocktail bars with a rotating drink menu. Also, throughout 2019, "we're launching a new beverage every month under the Dirty Lemon brand," says Petri. store tour PHOTO: THE DRUG STORE Our hand-crafted, twice-baked CheeseCrisps are ready for your show. sales@johnwmmacys.com You want a star? You want a wingman? These are the ones. Summer Fancy Food Show Booth #1968

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