I love, love, love this store and wish I had found it sooner! I prefer this location to the Hilldale one since parking is easier and the store is less hectic. At the Hilldale location, I have literally had to wait 15-20 minutes at times for the deli counter. I don't know about you, but I don't need lunch meat that badly.
They carry Boar's Head lunch meat and will ask you how you like it sliced. Their produce is amazing, and to be honest, doesn't cost much more than the local store that is known for including free fruit flies with their produce. You don't have to worry about needing to throw it away after 3 days, so your money is saved right there. They have an amazing bakery section and also an amazing cheese selection. You can find quality butcher meats on sale for very reasonable prices as well if you watch their ads. I haven't tried their various salad bars, but everything looks really fresh.
I would say that this is the best grocery store in Madison.