Company Blog

Be The Comfort Zone

by Adam Zack — July 8, 2026

“Ina Garten on the cookie you cannot be miserable during — and why a grocery store is really in the comfort business, not the food business.”

“Ina Garten on the cookie you cannot be miserable during — and why a grocery store is really in the comfort business, not the food business.”

“I often say that you can be miserable before eating a cookie and you can be miserable after eating a cookie, but you can never be miserable while you’re eating a cookie.” – Ina Garten

Food has the ability to comfort us and make us feel happy, content, or well, just plain comforted in nearly every situation. Milestone birthday celebration? Your favorite cake. Date night at home watching a movie? Martinis and popcorn. Worried? Brownies. Tired? Hot tea. Celebration? Champagne. Food is a common denominator in satisfying our basic emotional needs. It inspires us to be adventurous when we cook and it also can be the easiest in the form of take-out or ready to eat when we are short on time.

Grocery shopping is the conduit to providing that comfort, and we have the unique opportunity to not only provide the comfort food, but to be the comfort place where people go to get it. They may see their friends and neighbors shopping, and get the comforting feeling of community. They see the familiar cashier or butcher, and get the comforting feeling of hospitality. They get a new wine recommendation from the wine clerk, who remembers what they bought last time, and get the comforting feeling of recognition and appreciation. You should be proud to provide that comfort. Embrace it, because you’re not only providing comfort, you’re getting it yourself, too.