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On Wednesday, Whole Foods opened the first Bay Area location of 365 by Whole Foods Market, the upscale grocery chain’s lower-priced market.

The 30,000-square-foot store is part of Concord’s new Veranda shopping center, built on the site of a former Chevron campus at 2085 Diamond Blvd. The complex, which includes stores, restaurants and a movie theater, officially opened on Oct. 27.

Whole Foods announced the 365 initiative in May 2015, and has since opened six such stores around the country (not including Concord). The concept takes its name from Whole Foods’ house brand, 365 Everyday. On the shelves, roughly 20 to 30 percent of all products will be 365 Everyday products, mirroring, in part, the success of Trader Joe’s, which relies heavily on its in-house brand.

The bulk of the remaining packaged products will be what the company’s Northern California regional president Rob Twyman calls its “top hits.”

“They will be priced generally lower relative to what you might find at Whole Foods stores,” Twyman said.

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The new focus on price appears to reflect several factors, including several years of falling same-store sales across Whole Foods, which led to Amazon’s purchase of the Austin,Texas, grocery chain in August.

Company representatives declined to speak about the effect of the new ownership on their expansion plans. The Concord store will, however, have an Amazon Locker on site for customers to pick up online orders.

The Concord 365 store streamlines shopping in other ways. There are no meat and fish counters, although customers will be able to talk to a butcher through a window, Twyman said. Customers can order prepared foods such as tacos and pizza from a kiosk, paying for the product there instead of the cash register.

The store will feature a full-service checkout line, but customers will also be encouraged to weigh produce and some prepared foods themselves, printing out a price tag they can take to the cashier to be scanned.

Another change: Since the 1980s, Whole Foods has featured cafes and mini-restaurants in its stores, part of its goal of making grocery shopping a social experience. The Concord 365 market is effectively outsourcing these to Urban Remedy and Next Level Burger.

San Rafael-based Urban Remedy, whose kiosks containing juices and prepared dishes can be found in more than two dozen Whole Foods stores, is opening a branded store inside the market with cafe seating, offerings from Equator Coffees and Teas, and an expanded menu.

Next Level Burger is a 3-year-old plant-based burger chain from Bend, Ore., that already has one location in a 365 store in the Portland suburbs. Restaurant founder Matthew de Gruyter said his 2,000-square-foot space will have 38 seats inside as well as an outdoor patio. All of its sandwiches and sides are vegan, and it will be open for lunch and dinner.

The juxtaposition of organic, GMO-free, healthy foods with lower prices, de Gruyter added, is what led him to partner with 365. “That has been a guiding principle for Next Level, why we’re offering all plant-based, organic food and yet we’re still committed to a price point that is super attainable,” he said.

Whole Foods’ 365 concept has not been an unqualified success. The company closed its third location, in a Seattle suburb, in October after only one year in business. Nevertheless, the company has plans for 17 more locations nationwide, including San Francisco’s Russian Hill neighborhood, Temescal in Oakland and Reno/South Lake Tahoe.

“365 opens us up to communities we wouldn’t have looked at,” said Twyman. Because the average size of the markets is 25,000 to 35,000 square feet, considerably less than the full-format stores, the company can look at smaller communities and different real estate possibilities, he said.

In fact, three of the four planned regional stores are in new real estate developments. A conditional-use permit hearing is scheduled for the fourth, in the former Lombardi Sports site on Polk Street in San Francisco. If that hearing goes successfully, said Twyman, the company anticipates the store will open in January 2018.

Jonathan Kauffman is a San Francisco Chronicle staff writer. Email: jkauffman@sfchronicle.com Twitter:@jonkauffman