Ahead of Pasadena Store Opening, Luxury Market Erewhon Rolls Out New App

Upscale grocery store chain Erewhon, which plans to open a Pasadena branch in September, has unveiled a new mobile app aiming to bring the in-store experience to customers’ fingertips. 

Erewhon’s new Pasadena location is at the 475 S. Lake Avenue, site of a former Borders bookstore.

The new Erewhon app allows users to place orders for pickup or delivery of their favorite grocery items. Since its launch, the app has yielded a substantial boost in Erewhon’s digital sales, according to a report on Grocery Dive, which publishes news and trends shaping the grocery industry.  

The Erewhon app offers a range of features including easy re-ordering of favorites with a single click, an intelligent product search to help users find what they need, and the ability to manage memberships and access special offers. 

One distinctive feature is its focus on seamless prepared food ordering, aligned with the company’s business model that dedicates nearly half of its operations to providing more convenience to online customers.

Developed in-house, the app incorporates technology from Homesome, an e-commerce startup specializing in solutions for independent food retailers. An Erewhon executive told Grocery Dive that they decided to venture into the app world because many patrons rely on e-commerce platforms for convenience.

“In many respects we are equal parts restaurant [and] grocery store,” said Erewhon Chief Growth Officer Kabir Jain. “And so that was a huge impetus for us to build the solution.” 

Jain said customers are drawn to efficient digital experiences that make shopping and ordering hassle-free, leading to increased customer satisfaction and loyalty.

Erewhon’s is gearing up to open its 10th location, situated at the former site of a Borders bookstore on 475 S. Lake Ave. in Pasadena. To prepare for the launch, the luxury grocer hosted a job fair on Aug. 9, aiming to hire for various positions across multiple store locations.

Outside Erewhon’s service area, the company has also begun shipping perishable items to customers located beyond Southern California.

To learn more about Erewhon, visit www.erewhonmarket.com.