Meat
BJ’s Fresh 2.0 Now Includes Meat and Seafood Departments
BJ’s Fresh 2.0 Now Includes Meat and Seafood
Club Retailer Expands Successful Fresh Program Beyond Produce
BJ’s Wholesale Club has expanded its successful BJ’s Fresh 2.0 initiative to include meat and seafood departments across all locations. The retailer initially focused on fresh produce, which quickly drove higher member engagement and more frequent shopping trips. Building on this momentum, BJ’s has now added enhanced offerings in meat and seafood to strengthen its fresh food presence.
Launched last year, BJ’s Fresh 2.0 focused on improving perishables. The program gained traction fast, especially among members who value fresh food quality and variety. Now, meat and seafood departments are receiving the same upgrade treatment.
Fresh Upgrades Rooted in Research
Understanding Member Preferences
According to CEO Bob Eddy, the expansion came after analyzing shopping patterns and testing updates in select Florida stores. The pilot programs succeeded, prompting BJ’s to roll out changes nationwide. This expansion of BJ’s Fresh 2.0 reflects a deep understanding of how members shop for perishables.
BJ’s optimized its assortment to better align with localized preferences. The team added more desirable products while removing less popular items. Moreover, the new layout includes signage and organized coolers for a better customer experience.
Easy Shopping and Clear Displays
To simplify the shopping journey, BJ’s created dedicated spaces for pre-seasoned and marinated proteins. This layout change helps members easily find ready-to-cook options, enhancing convenience and boosting satisfaction. Such changes mirror the produce department improvements that initially drove Fresh 2.0’s success.
Sales Growth Driven by Fresh Innovation
BJ’s reported that the new approach contributed to steady business growth. In Q1, comparable-club sales rose by 1.6% year over year. When excluding gasoline, the figure improved to 3.9%, thanks to increased foot traffic. Perishables, grocery, and sundries showed more than 4% sales growth, with unit volumes also climbing.
BJ’s leaders remain confident that the focus on fresh food will continue to shape shopper behavior and boost loyalty.
Company Overview and Continued Expansion
BJ’s, based in Marlborough, Mass., operates over 255 club stores and 190 gas stations in 21 states. As part of its long-term strategy, BJ’s aims to differentiate itself with quality fresh food offerings through programs like BJ’s Fresh 2.0.
The company ranks No. 28 on Progressive Grocer’s 2025 list of the top food and consumables retailers in North America.
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