It’s obvious from the street that store one sells health food and sustainable products. Everything from the location, signage and ambience gives a prospective customer clues about what to expect when they get inside. The second branch is bigger than the first. It has a cafe located at the front. The interior design is sparse and industrial. The products aren’t visible until you’re deep inside. It looks and feels just like any other grocery store and cafe. The result is that people are confused about what the place is and who it’s for.