FRISCO Remember the first time you walked into a Target and discovered a supermarket under the same roof?
In many ways, Kroger’s new Marketplace store opening Friday in Frisco is the reverse experience. It’s tit-for-tat, minus apparel, shoes and consumer electronics.
For the nation’s second-largest grocery chain, the 123,000-square-foot hybrid supermarket and discount store at 12221 Custer Road is an answer to competition from Walmart Supercenters and Target’s expansion into groceries.
Kroger Marketplace stores are more expensive to build $17 million vs. $13 million for a traditional store. But after several years of tweaking as it opened almost 50 stores in seven states, Kroger believes the concept plays well in the intense, ever-changing competition for grocery shoppers’ money and time.
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