Shorewood — Roundy's new Metro Market store on Oakland Ave. is built around the lives of millennials and urban professionals who want quality, fresh prepared food offerings they can't find anywhere else.

The store, which will open Tuesday, has been designed to address the earthquake-like shift in the habits of American consumers for whom pantry-stocking of long shelf-life food has fallen out of favor, having been replaced for many people by multiple weekly trips — and sometimes daily trips — to the local grocery store.

And because the store happens to be in one of the most hotly-contested grocery markets in the nation, everything has to be price-competitive.

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