365 by Whole Foods Market is scheduled to make its debut today in the Silver Lake section of Los Angeles.
The Austin, Texas-based company has announced plans for two more 365 stores this year — in Lake Oswego, Ore., in mid-July and Bellevue, Wash., in the fall — plus at least 10 more next year.
“We want  to appeal to a wider audience," said Jeff Turnas, the executive in charge of the 365 format. "This model allows us to compete with everybody in the market.”
Whole Foods is describing the 365 concept as “quality meets value … in an environment that’s fun and convenient for shoppers.”
The Silver Lake store, in a former Ralphs location, will cover approximately 30,000 square feet with extensive perishables, albeit a more curated assortment than at legacy Whole Foods stores, with more pre-packaged merchandise and fewer service departments to reduce store labor.
The stores will be geared to Millennial shoppers, the company said.
Whole Foods will lease space across the front of the store interior to “friends of 365,” which in Silver Lake will include a vegan fast-casual dining area operated by Samantha Wasser, founder of By Chloe, a New York vegan restaurant; a craft brew bar with drinks from Allegro Coffee Co.; and teaBOT, a self-service kiosk that allows customers to mix several teas and other ingredients.