In 2014, Rich Niemann, president and CEO of the Midwestern grocery company Niemann Foods, made the most important phone call of his career. He dialed the Los Angeles office of Shook Kelley, an architectural design firm, and admitted he saw no future in the traditional grocery business.
https://longreads.com/2019/04/23/the-man-whos-going-to-save-your-grocery-store/