I was in there for a short time so I may not have caught everything but my take is that they did a pretty good job in differentiating themselves. The prices are good across the board (POTF milk $2.39 eggs 1.29 etc.) , but that’s to be expected when they open their doors. Long term many stores end up creeping up the prices over time. Fruits and vegetables seem to be decent grade (Birds Eye broccoli and fresh raspberries in a kosher store? Really? I guess that’s Lakewood 2019) Bakery section is huge. Fresh nuts and fresh spices section is pretty cool. Meat and poultry prices seem to be pretty good but not incredibly cheap, and selection is somewhat limited to the basics.Israeli coke and Doritos among the Israeli stuff they stock.
Where they really stand out is their Costco/Aldis like feel. Aldis style store brand items, like bulk cholent beans, paper goods, and their own cheap brand of appliances- hot plates, pump pots, etc. all at cheap prices.
Some Costco style bulk items like bags of 50 French mini baggettss for $16.99 vs the usual retail package of the same brand that you find in stores for around $6 a dozen. And then there’s the eclectic assortment of merchandise scattered throughout the store like a down comforter, men’s shabbos raincoat, beautiful washing cups, stylish girls headbands, Jewelery, toys etc. that make the shopping experience fun in a Costco kind of way, though on a much more limited scale. Aisles are wide and store is huge and roomy, Costco style.
All in all a good job creating a fun, good shopping experience. As far as prices go really good now, but time will tell.