To market, to market

Michael’s Fresh Market opened today at its new location at 7241 Lemont Road. The official grand opening of the grocer is set for Weds., Feb. 10. The store features a variety of ethnic foods and sushi among other offerings.

Meanwhile, the Lemon Tree, 935 Burlington Ave., is targeting an opening date of March 15, although early April may be a more realistic expectation, EDC President Greg Bedalov told the village council Tuesday night.

The specialty grocer, in a push to the finish line, is scheduled to go before the Zoning Board of Appeals later this month to request a sign variance that would allow it to erect a sign larger than the six-square-foot one allowed by ordinance.

The primary reason for the request is to make the store’s location at the intersection of the village’s only  two one-way streets more visible. The Lemon Tree also is requesting a variance that would allow it to promote its services on store awnings. Village ordinance allows only the business name and address to be included on awnings.

“We are really concerned about catching the commuter traffic,” said co-owner Tim Canning. “When people are walking from the train to the parking deck, they’re not thinking about anything but getting in the car and getting home.

“But if they see something on an awning, they may realize they forgot to buy bananas. We’re trying to give the consumer an idea of what we offer.”

Canning recently met with residents of neighboring condos to hear their concerns and share plans for the store. Noise questions didn’t come up, he said, although plenty of neighbors had suggestions for items they’d like the Lemon Tree to stock.

Now that opening day is drawing close, Canning confessed to some nerves about whether the village is ready for a store that “isn’t a typical grocery store.”

“We are really going to have nice produce, nice meat, really good prepared food and the best coffee in a five-mile radius,” he said. Prices “will be right underneath Whole Foods.”

The store will offer restaurant-quality meals, which will sell for $6 each on  “yellow dot clearance” once business is underway.

And some of those meals may be inspired by local cooks. The Lemon Tree launched a contest today inviting the community to submit original recipes in four categories: sandwich, soup, salad and lemon desserts, said Laura Hart, the store’s specialty food manager.

Recipes can be submitted through the store’s Web site, where contestants can find rules and instructions. Finalists will prepare their dishes for judging at Dream Interiors, 5122 Main St., on March 7.

Category winners will go home with $200, while the grand-prize winner will receive a $500 shopping spree at the Lemon Tree. The winning dishes will be available at the store through August.