Today, Whole Foods Market opened the third location of its smaller format store concept, Whole Foods Market Daily Shop, located at 301 West 50th Street in Hell’s Kitchen.

On opening morning, customers will be treated to complimentary coffee and breakfast bites, and the first 300 customers in line will receive a limited-edition tote bag.

The 8,500-square-foot store features more than 400 local items from the Northeast.