Stop & Shop is following in the footsteps of Dunkin’ Donuts, but they’re taking it a step further.

According to Supermarketnews.com, over the next few years, Stop & Shop is taking to a new brand concept across their over 400 stores in the Northeastern area.

Starting with the 21 stores in Hartford, Connecticut, the rebranding includes a modernized store format for shopper efficiency, a new simplistic logo, and a wider array of food options for customers to choose from, as well as other new store features, all for the benefit of their patrons. One of the biggest changes is their new test market offerings like in-store smokers, taqueria stations and updated frictionless checkout.

The new food array mostly includes more natural organic brands. The company is investing heavily in offering these brands for healthier food options, as well as thousands of items most bought by customers to cut down their prices.

The company is also installing new in-store experiences like self-serve machines to create your own olive oil and vinegar blends, like fig-infused balsamic, kombucha fountains to fill your growlers, and informational craft beer kiosks to find out which foods pair best with a hoppy IPA brew. They’re also placing in-store cafes with family-style seating that includes community tables of reclaimed wood.

Checkouts will have a variety of options. In-store use of the "Scan It! app" will give customers a frictionless, no-wait checkout. Online checkouts through the Peapod service give customers the option of driving up beneath solar-powered canopies to pick up their items.

The updated signage will be implemented to give shoppers an easier time locating store departments and product categories. They see their customers evolving and the company is evolving to fit them as well. Customers are balancing responsibilities and getting back to their lives, so Stop & Shop is making the Hartford area the first to start their rebranding journey to help their communities “enjoy better food and better lives”.