The neighborhood welcomed Gelson’s to its new Riverside Drive location with a ribbon-cutting and grand opening ceremony in partnership with the Toluca Lake Chamber of Commerce on January 28. Beyond celebrating a fresh addition to the local shopping scene, the event was a kind of homecoming. “Opening in Toluca Lake feels like a meaningful return to our roots,” CMO Rick Williams explains. “Our very first store opened in nearby Burbank in 1951, so being back in this community brings our story full circle.”
Guests at the grand opening enjoyed complimentary Thrifty ice cream, coffee provided by Melissa’s Produce and a performance by the Toluca Lake Elementary Band and Spirit Squad, with the first 100 people in line receiving swag bags filled with Gelson’s Private Label products. The celebration continued throughout the day with samples, tastings and giveaways for visitors exploring the market.
“Toluca Lake has a wonderful neighborhood feel, and we designed the store with that in mind,” Williams notes. Along with chef-prepared meals, a robust wine selection, fresh produce and full-service departments, the location focuses on local tastes, making it a convenient everyday destination for quick meal solutions, specialty items and entertaining essentials. Highlights include a full poke bar, gourmet salad and hot bar, Roman-style pinsa counter, Thrifty ice-cream scooping counter, floral and gift baskets, and more. “While the store reflects the modern Gelson’s experience — with elevated prepared foods, curated products and great service — it also carries forward the neighborhood market spirit that Gelson’s was founded on: quality, hospitality and a strong connection to the community,” Williams says.
That connection was front and center at the ribbon-cutting ceremony, where Gelson’s presented $2,500 donations to the Garry Marshall Theatre, Pawsitive Beginnings LA and Toluca Lake Elementary School in recognition of their contributions to the community’s character and well-being. “Supporting local organizations is part of who we are as a neighborhood market,” Williams says, adding that Gelson’s is committed to being a supportive and engaged community partner. “We’re grateful for the warm reception from Toluca Lake and look forward to becoming part of the neighborhood’s daily rhythm — from quick weeknight dinners to special occasions. Our team is excited to serve the community for many years to come.”