I stopped in today. Missed the first-250 door prize, which was a $50+ bag of groceries, but the opening day flyer tucked in my front door included a $5 coupon off $25 (no booze), and a free cloth bag was included in my purchase (which is good, some of my Dominick's ones are getting pretty ratty).
It's not a very big store (perhaps 2x a Trader Joe's), and it has a very open plan -- the middle is all low shelving so you can see front to back. A couple left aisles are dedicated to liquor, a couple to health supplements and the rest are packaged and freezer/dairy. The middle front has bulk foods, middle back is produce, and right side is all specialty counters and piers: prepared foods, bakery, deli, fish, meat.
Prices seemed reasonable, with some good sales as NFriday posted (strawberries a particularly good price, Saku tuna steaks $6.99)... but there wasn't a lot I needed. The biggest problem I see is that they don't distinguish themselves well: Why would I shop here? They have less stuff that I need day-to-day than Jewel or Mariano's (and Jewel, which is closer, appears to have improved both selection and prices lately). Mariano's is at least as big in selection of Organics and exceeds in prepared foods. They are *closer* than Mariano's, and may be useful for a quick grab of things such as herbs. However, selection of ethnic and exotic seemed very thin (for example: 20 items on the olive bar, but no unpitted kalamatas or plain greens): it's more of a general grocery trying to be just slightly upscale, a la TJ's, when what I really want is a closer version of Fresh Farms Niles.
What is patriotism, but the love of good things we ate in our childhood?
-- Lin Yutang