Colonie

As Neil Golub shows off the model store Price Chopper has created in Latham, his hands-on approach to the food he sells becomes readily apparent.

The Schenectady-based chain's executive chairman rattles off the inspirations for what is now called Market Bistro by Price Chopper.

For cheeses, he cites Zabar's and Murray's in New York City. For fresh fish, he references Pike Place Market in Seattle. The company's leaders traveled all over the United States sampling pizzas before choosing the two kinds it sells. There are three different delis inside the store at 873 New Loudon Road.

"Basically what this store is is 50 years of my experience in the food business," he said.

He is so detail-oriented, he even wrote the instructions on the store brand steak and meat marinade the company sells.

"It's the future of this company," he said of the newly redone store. "As I said when we started this project, this store will set the standard for all other supermarkets in the area. It might even set a national standard. We may have out-Wegman-ed Wegmans."

The completely renovated store features more than a dozen different eateries, tomatoes growing on the premises and such a wide variety of food, there are more than 40 different kinds of olives. The store's food stands sell everything from ice cream sundaes to sushi. There is even a sit-down restaurant that offers beer and wine, and a cooking school will offer classes.

"We're the only store in this country that is growing fruit in the store," Golub said, noting "tomatoes are fruit."

While the store is open 24 hours a day, the market's food stations will be open roughly from 10:30 a.m. to 9:30 p.m. There is room for 180 people to sit, with outdoor seating that will become available when the weather warms.

The food choices are extensive, with a dozen different kinds of burgers.

"We have designer salads so you can order one of those or one of your own choosing," Golub said.

As he walks around the store, customers recognize him and stop to praise the renovations.

"It's wonderful. Great variety, the staff is extremely friendly," said Chris Glasheen of Troy. "We've been watching their renovations over the last few months. I think it's going to be a great asset. I think it's going to do quite well because there is so much variety here because they have upscaled the food."

Even the displays are different. Rather than shelves stacked with goods, the displays include baskets that extend out slightly, resembling more of an outdoor market than indoor supermarket.

"We've tried to make the interior of the store much more interesting for customers," Golub said.

Shoppers in the store Thursday reacted positively to the changes.

"I love it. I think it's stocking things that are so different and better-looking than other close stores," said Theresa Spiak of Latham, who remembers when the first Price Chopper opened at that site.

Tony and Agnes Santorelli said they liked the store overall, though there was some slight confusion when they bought lunch at two of the eateries. They paid for sodas when buying their food but had to get the cups elsewhere.

Other than that small glitch, he said, he was pleased with the store.

"I liked the fact she could get what she wants, I could get what I wanted," he said. "It's pretty impressive. I like the fact you could find just about anything you want."

Susan and Ralph Ender of Niskayuna also were impressed. Susan Ender said she looks forward to see what courses the cooking school offers.

Ralph Ender said he liked the growler station, where you can get handcrafted beers.

"The growler station is super, and the food court has a lot of options," he said. "This feels like the Whole Foods we went to in Washington, D.C. I wouldn't be surprised if other stores try to do similar efforts."

The Market Bistro comes at a time when Price Chopper faces more competition. Hannaford has renovated some stores, Shop Rite has opened four supermarkets, The Fresh Market is open down the road in Latham and Whole Foods is coming to Colonie Center.

Golub does not sound like he's worried about the competition.

"A lot of people have done a lot of great stores around the country," he said. "I think we've taken it to a different level."

tobrien@timesunion.com • 518-454-5092 • @timobrientu