Grocery Outlet is a grocery store, but more of a thrift style. They offer product deals that other stores have discontinued of or have decided not to sell any longer. Each time you go though the store it is different items and prices, items from different store chains across the country. I would say 90% of it is name or store brand, the rest is generic. If you know your retail prices of food and goods you can definitely load up the cart with deals. Be prepared for some storage needs.