I think the founder needs to reconsider the concept. If you were thinking of opening a chain of stores like Joe's, then as a rule you need to comply with this. A very boring and meager assortment. I recommend at least exploring the Tesco store chain. What you like about him is that you can always find something new. For example, something for the house. As a discounter, for example, I didn't even notice the difference. It's better to be an ordinary supermarket than to do business like this. This is purely my opinion.