Morristown ShopRite seeks to serve alcohol

HANOVER – Since opening in 2013 ShopRite of Greater Morristown in Hanover has prided itself on being unique.

It's a grocery store but it's one where you can take a yoga class, see a nutritionist, or stop at one of the Village Food Garden's more than half a dozen eateries including a diner and smokehouse.

And soon, it will be a grocery store where you can sit down and drink a beer.

At least that's plan.

Hanover Township will vote on the approval of the application to allow ShopRite to serve alcohol in two specific areas Thursday evening at its regular meeting.

The application was submitted in August and seeks to transfer a part of the store's existing liquor license so that it can serve alcohol in two specific enclosed sections of the store.

The first is at the Oyster Bar, a section of the store complete with tables, leather barstools, and a marble bar where customers can enjoy fresh seafood. Should the application be approved, this 14-seat section would be enclosed with a wall separating the area where alcohol would be allowed.

The second is in the patio area, which among other things is home to twice-weekly cooking classes.

"We listen to what our guests want and this is something they would like us to offer," said Amanda Fischer, director of business relations for ShopRite. "We'd love to be able to let our guests have a draft beer at the Oyster Bar or some wine pairings at a cooking class."

The store's architect presented its plans before the Hanover Township committee in December, and Thursday evening the committee should make a decision on the application.

At the December meeting, the committee raised concerns about co-mingling alcohol at the store, but Thomas Cosentino, a spokesperson for the Morristown store, said security measures will be put in place to ensure alcohol served at the two designated locations will not crossover into the other public spaces.

"You will not be able to take your drink and walk around the store with it," said Cosentino.

Should the application be approved, ShopRite will begin construction on the two areas where alcohol will be served, and executive chef Larry Lindenmayer will be appointed Food and Beverage manager for the store.

"We're not looking to build a frat house or a bar here. We just want to offer a martini to a shopper who wants one and keep it moving," Lindenmayer said. "It's not like we'll be having 'Beer Pong Thursdays' or anything like that."

Tom Santacroce, food service director for the store, said he does not anticipate adding customers with the alcohol service, just enhancing the service for existing clientele.

"I don't see us growing new business from this," Santacroce said. "It especially won't become a bar business out of this venture."

Customers would not be permitted to buy beer or wine from the Village Liquor section of the store and bring it to the two sections to drink.

"This is not a restaurant or a bar, it's another part of the grocery shopping experience," Fischer said. "Another layer of uniqueness we can offer to foodies who want all these things in one place."

Should the application be approved, it would be just the second grocery store in the state permitted to serve alcohol.

"This is a rare set up," Fisher said, "But we're used to setting trends. We already have yoga and cooking classes after all."

Nationally, Santacroce said this is far from a new concept. National and regional chains including Whole Foods and Wegman's are already permitting alcohol consumption at select stores.

The Hanover Township committee declined to comment on the license transfer application prior to hearing all testimony, information, and public comment at Thursday night's meeting.

Township Attorney Fred Semrau did not return calls for comment this week.

The meeting is scheduled to begin at 8:30 p.m. today in the main meeting room at the municipal building, 1000 Route 10 in Whippany. The public is welcome to speak.

Staff Writer Michael Izzo: 973-428-6636; mizzo@dailyrecord.com