I was told by a wine vendor in one of the other Fry's stores that this is the only "Signature" market in Arizona. That is actually not true, there is one in Anthem that I'm aware of, so maybe there are others as well.
No matter, it is unique. No shopping experience matches it. I drive to it from a ways away when there is serious shopping to be done. If all you want to do is dash in and grab a gallon of milk or a loaf of bread, the corner grocery store is better for that. THIS store is an excursion. It would be even if all you did was wander the aisles and admire the broad selection of items available in every category!
My family has health issues requiring particular types of foods that can be challenging to find in other neighborhood stores. This Fry's has an amazing array of choices.
I also appreciate the selection of loose leaf teas and the ones I have tried are very good. EVERY grocery store (almost) has whole bean coffee any more, I've never been in another one that carries quality loose leaf tea!
Cooking classes? yeah, they've got that. plus all the other specialty items mentioned in other reviews. I've even met someone here for a business meeting because of the plush coffee shop environment. I know that free wi fi isn't much of a novelty any more, but it's nice to have for that meeting.
I've never encountered any grumpy employees, every staff person has been friendly and helpful.