Pavilions in West Hollywood (Safeway's flagship store) opened this week.

"All is forgiven" - You see, about two weeks ago I blogged that the new store is "aesthetically unappealing and boring in the design". Well, that still holds true for the exterior of the building but the interior and the contents of the store makes up for the new building.

The new Pavilions in West Hollywood is impressive. There's a huge selection of fresh produce featuring a great choice of organic fruit & vegetables. The bakery looks fantastic with a delicious looking choice of breads. The store has also increased the brands they're carrying giving shoppers an even wider variety to choose from.

The store features a full-service pharmacy, gourmet deli ("Signature Cafe") where they make fresh sandwiches to order, a Stabucks,  a Jumba Juice and a Sushi Bar. There's also a wonderful wine department and a special temperature controlled wine cellar which stocks some of the finest wines available in the country.

Tom Keller, president of Vons, said: “We’ve got all the major essentials of a modern day grocery store, plus a lot of bells and whistles."

The new West Hollywood Pavilions will definitely be good competition to the local Gelsons, Bristol Farms and Whole Foods ... which is all good for West Hollywood & Beverly Hills shoppers.

What's also good news for the City of West Hollywood is the expected $2 Million Sales Tax to be generated by the store.