COSTA MESA, Calif. — Gelson’s Markets has opened its second ReCharge by Gelson’s micro-market, this time inside a new Rove fast-charging hub on Harbor Boulevard in Costa Mesa, about a mile from the Pacific Coast and minutes from Interstate 405.
The Shelby Report of the West was on hand April 8 for a ribbon-cutting ceremony at the location, which pairs 40 DC fast chargers for electric vehicles (EVs) with a 5,384-square-foot mini-grocery store with indoor lounge, free WI-FI, restrooms and round-the-clock security.
It is the second collaboration between the Southern California grocer and Rove, following the companies’ first location in nearby Santa Ana.
Local and state officials attended the ceremony, including Costa Mesa Mayor John Stephens, Orange County Supervisor Katrina Foley, U.S. Rep. Dave Min and representatives from the offices of Assemblywoman Cottie Petrie-Norris and State Sen. Steven Choi. The Costa Mesa Chamber of Commerce also participated.
Located at 2666 Harbor Blvd., the site was formerly home to an Ace Hardware store that had sat vacant for several years. Stephens said the city worked with Rove and property owner Red Mountain to settle on a concept.
Expanded food, grocery offerings
The Costa Mesa store expands on the Santa Ana format, with a greater emphasis on prepared foods and everyday grocery items.
Hot food options include breakfast burritos, chicken wings and tenders, pizza, hot dogs and soups, alongside a grab-and-go selection of sandwiches and small bites. The market also carries fresh produce, bread, beverages, snacks, pasta and a beer and wine selection.
Ryan Adams, president and CEO of Gelson’s, told The Shelby Report that the enhanced offerings were a result of lessons learned at the first location.
“One of the opportunities … was making sure that this one had ample foodservice options for the consumer – not just grab-and-go,” Adams said. “We have full-service options with hot foods.”
Adams described the concept as a curated grocery store scaled to serve EV drivers during a charging session.
“It’s kind of the perfect blend of being able to get a quick snack or a quick meal and a very convenient size grocery store,” he said.
40 fast chargers, support staff on site
The charging infrastructure includes 28 Tesla Version 4 Superchargers and 12 ABB chargers compatible with non-Tesla EVs, all housed under a large, well-lit shade canopy. A typical charging session takes between 15 and 30 minutes.
Rove CEO Bill Reid said the Costa Mesa hub reflects improvements informed by a year of operations in Santa Ana.
“We learned a lot of things at [that] store, and Gelson’s has reformatted a little bit, more focused on take-away foods and beverages, which we think the customer wants,” he said.
Reid noted that the chargers accept credit card tap-to-pay for non-Tesla drivers, while Tesla owners can just plug in. Staff members are on site during daytime hours to assist customers, and a security guard is present overnight.
“I watched somebody pull up with his brand-new Kia and wasn’t sure how to get the charging port open. [An employee] ran out and showed him how to do it,” he said. “So we support customers as much as we can.”
[RELATED: Gelson’s To Open Small-Format Store In Toluca Lake, CA]
A draw for EV drivers
Adams, who drives an EV, said customer response to the Gelson’s-branded charging locations has been positive.
“Public charging can be very challenging at best, and so to have the convenience – and, quite frankly, the luxury – of having all these types of amenities while you’re able to charge up is definitely a good draw for customers,” he said.
During the ceremony, Stephens highlighted the importance of public charging access in a city where about 60 percent of residents are renters, many of whom are turning to EVs as fuel costs rise. But unlike homeowners, they can’t install chargers in their driveways.
Locations like Rove open up EV ownership as a practical option for that population, bringing a steady stream of potential grocery customers along with it.
Foley noted that the Orange County government also is transitioning its own fleet, with 50 new EVs that could use public charging hubs like the Costa Mesa site.
Kristi Ochoa, who handles marketing for Rove, said the Costa Mesa location makes the most of its footprint, with a layout designed to accommodate a wider product mix than the Santa Ana store.
“You would just never find [this selection] in a traditional gas station convenience store,” Ochoa said. “[It’s] just a modern take on it.”
ROVE ReCharge by Gelson's Grand Opening Costa Mesa
