In retail, you typically hear about brick-and-mortars innovating by finding ways to bring their in-store experience online. However, with Chicago-based Foxtrot, an on-demand food and beverage delivery app, it's been the other way around from day one.
Foxtrot, a UChicago New Venture Challenge alumnus, launched in 2013 as an app that delivered a curated selection of items, from nice cheeses to craft beers to even upscale candles and shaving cream. In early 2015, the startup opened its first store in Lincoln Park and then followed that up with another location in the West Loop nine months later.
The idea was to create a space where users could physically engage with the brand, as well as its items - a rather unique concept for an app-only model. Also, this way, Foxtrot could use its storefronts not just as new revenue streams, but as mini distribution centers, giving them more control over delivery times.
This week, Foxtrot continues to innovate - both digitally and physically - by announcing its third location and its first webstore. Though the core concept of the brick and mortar remains the same, the new location, which will be at 900 W Armitage in Lincoln Park, come with a new "delicious twist," says Marketing Director Crystal Tao.
"When we opened West Loop, we wanted to bring Foxtrot’s online presence to life and complement the app experience with even more opportunities for customers to discover and interact with amazing food, drink and more," says Tao. "We see that resonate with people every day when they walk through the door, whether they're stopping by for an afternoon cup from our coffee bar or gathering for a happy hour to sample and learn about new releases from a local brewery."
"For the new store, we wanted to continue building on this foundation and create even more unique, meaningful experiences, so we partnered with one of our brands, Jeni’s Ice Cream, to offer a Jeni’s scoop shop inside this location. In addition to the Jeni’s ice cream, we’ll also offer beer on tap and wine by the glass - even more opportunities to experience our curated selection."
Beyond the third location, the webstore will provide users with another way to place large orders, as well as work with Foxtrot's concierge on custom orders or gifts. In addition, the webstore gives customers another platform to discover items, and for Foxtrot to tell their stories.
"The new additions in brick-and-mortar and tech help us continue to build this new category of online/offline retail by giving customers even more ease and convenience to discover and enjoy the best of the city, while giving us more ways to bring these experiences to life for them," says Tao.
(Image via Foxtrot)
