Buy groceries and necessities, customize a healthy meal, enjoy a craft beer or grab a coffee on-the-go at the self-serve market, Choice.

Mike Fogarty, the founder of Choice Market, is disrupting the convenience-store (c-store) industry with the introduction of his grab-and-go concept in downtown Denver. Choice Market opened its doors October 13 and will remain open 24 hours a day, 7 days a week moving forward. “This is a new kind of convenience store,” says Fogarty. “We’re open 24/7, we have good product diversity and quick transaction times – but we’re much more of a small-format grocery store.”

Choice provides 3 different types of offerings: a made-to-order menu, a grocery selection and items normally found in c-stores, like paper goods, cleaning supplies and toiletries. Along with the tasteful breakfast and lunch dishes offered under their made-to-order menu, customers have the choice to serve themselves from 8 different iPourIt self-serve taps, featuring craft beer, wine, and Kombucha. To celebrate their grand opening, Choice offered a free glass of beer or wine to customers who stopped in.

Even though Choice recently celebrated their grand opening, the company has already set plans to expand into multiple locations. The expansion includes the possible move into the Denver areas of RiNo, LoHi and Platt Park, along with areas outside of Denver, as well. Choice’s commitment to local purveyors is what makes the establishment unique. They aim to differentiate by providing products their customers are looking for on a local level, with the ability to expand in major regions across the nation; ultimately creating this micro supply chain.

Read: Opening Alert: Choice Market