Jaewon Lee clocked 32 years managing convenience stores for others before finally taking the plunge in 2020 and buying his own location—Le Café Market in Arlington, Virginia. “I’d been looking to operate my own business for a while, and when the previous owner couldn’t continue with this location, I was able to buy it,” he said.

Before opening Le Café, Lee had to decide what the store would offer. The location is right in front of a Metro stop in the downstairs of a residential mixed-use building, which means plenty of people pass the store.

“I added fresh foodservice in addition to groceries and snacks,” he said. “When the food business is slow, the convenience items like wine and beer would sell. I wanted to have the operation more balanced than just foodservice or just convenience store items.”

The menu is a mix of American-style food and Korean-style dishes, along with all-day breakfast items like bagel and croissant sandwiches with whimsical names such as “The Hangover Cure” (eggs, ham, tomato, mozzarella, pickled jalapeños and chipotle mayo) and “Sweet N Salty Croissant” (Nutella, banana and bacon). Sandwiches range from “The Crispy Fire-Bird” to burgers like “The Double Bomb Burger,” to wraps like the “Roll With the Sea.” Staff in the open kitchen also cook up rice bowls and gourmet popcorn chicken with a variety of seasonings, such as garlic soy, sweet sesame and spicy basil.

“Everything’s made fresh on site,” Lee said. “The customers view their food preparation like entertainment, as they can see it being made. That’s part of the uniqueness of our store.”

Hand-crafted drinks are also on the menu, including fresh, ground-to-order coffee (and beans), specialty coffee drinks like lattes and frappés, and signature drinks, such as Sea Salt Cream Coffee and Matcha Rose. The store has an extensive selection of ice-blended green tea drinks in flavors like mango, peach and strawberry hibiscus. Customers can order a wide variety of teas, including bubble tea, milk tea, fruit tea, milk tea lattes and tea smoothies. Bottled kombucha drinks are in a grab-and-go cooler by checkout.

“I don’t have a lot of the ordinary beverages like other c-stores,” Lee said. “I have more unique items because this neighborhood has a lot of young people who have disposable income and want a higher quality drink. That’s my focus.”

ON THE SHELF

While fresh foodservice is a large part of Le Café Market, Lee also carefully curates the other items in his store, like his personal favorites in wine and beer. “I try to figure out what this neighborhood is looking for in beer and wine, for example,” he said. “Many people like local beer, so I bring in the best local beer I can find.”

Other items include granola bars, candy, energy drinks, baked goods and ice cream. A grocery section stocks organic eggs, milk, soy and oat milk, fruit, bread, dish soap and laundry detergent. He also has some higher-end products like European chocolates and crackers and Asian candies. “I wanted to create a place where customers can get products they might not find in other convenience stores,” Lee said.

He’s also created an inviting atmosphere. “I try to make sure the customer comes in with a smile and goes out with a smile,” he said. “I treat my employees as family because without their help, I cannot succeed in business. Whatever I do for the customer, I do the same with my employees.”

To that end, he spends a lot of time talking to customers. “I listen when they ask for special items and try to fulfill that ask,” Lee said. “They spend money to buy stuff, so I try to bring in whatever they want to buy.”

His goal is to make this store the best by serving the customers who come in. “My goal is not to chase money or make more business, but to make my customers satisfied with what we serve,” he said.

With more than three decades in the convenience store business, Jaewon Lee’s experience gave him an advantage when starting Le Café Market. “This business isn’t easy, but I have more pride in this store because my heart is in every sandwich and food,” he said.

He has made it a science of studying and interacting with his customers to ensure he’s meeting their needs. “That’s my job— make the customer satisfied,” he said. “We have a very good review rating on Yelp—an average of 4.5 to 4.7 stars—and many people say we’re good for a small independent store.”

For Lee, the reviews and repeat customers tell him he’s doing a good job. “I’m not the only convenience store in the area, so I have to do whatever it takes to stand out and to make our customers enjoy their experience with me,” he said.

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Ideas 2 Go showcases how retailers today are operating the convenience store of tomorrow. To see videos of the c-stores we profiled in 2021 and earlier, go to www.convenience.org/ideas2go.