It seems to me that you need to be either Fresh...or Easy. Easy usually means processed. I don't do processed. I was actually wrinkling my nose at the number of processed foods.
Don't get me wrong, I liked the produce section. Bigger than TJ's, better quality produce than Sprouts. So I'll be back for that I'm sure. (Although I was surprised to see pre cut veggies. Unlike Rachael Ray I have the ability to cut my own veggies.) The prepared meals are great to grab on the way home, the sandwiches and salads are great to grab for lunch. But it really fell short in other areas.
The mix of individual, organic, and "big box store" items is random. The meat is expensive. They were missing things that I normally get at TJ's like protein powder, non fat yogurt (they only had low fat), quality frozen vegetables (Jolly Green Giant? For real?), cheddar cheese sticks....and a bunch of other items. The deli meat they had was processed a little too much for my liking. (I'm pretty sure I've never seen a cylindrical turkey)
The store itself is well laid out but I really don't see it becoming my grocery store. I think I'll stick to TJ's for the bulk of my shopping and stop in here for produce.