It is all about catering to the special needs of locals at Krisp in Ocean Beach, which has changed its name and branding and made numerous improvements including adding a full delicatessen.

Formerly Apple Tree Market, Krisp Beverages and Natural Foods at 4976 Newport Ave. has an updated look and contemporary feel.

“We have done a lot of changes,” noted Andi Moshi, Krisp co-owner and store manager at the franchise, which has been family owned and operated since 1974. “We moved the liquor wall and registers and brought in a full kitchen and a lot more products: groceries, produce, frozen items, craft beer, a butcher shop, to-go foods, a huge liquor, and wine selection, and groceries. There is just a lot more than what it used to be.”

The changes have been quite extensive, right down to the quality of the meat. “We changed it first to USD Prime, and now we have changed it to Angus,” said Moshi adding, “We’re always trying to do better, have more healthy stuff including more vegan and more organics.”

The new deli in Krisp has been open for about four months. It offers a plethora of new choices for customers including pizza made with milk and dairy farm cheese, whole and by the slice. The deli menu also offers a host of sandwiches and calzones.

Specialty pies in the deli now showcase delectable, boutique items such as a honey pizza with dates and a Greek pie, as well as pies with smoked bacon and ham. There is also a farmers’ entry with eggplant and a meatball pizza. Other choices include chicken tossed in buffalo sauce, extra cheese, and a spicy Italian variety with pepperoni, sausage, and crushed red pepper.

“We also have a smashburger with fries, wings, lasagna, cold-cut meats, and cheeses,” noted Moshi adding they brought the cold-cut meats up to the front of the store from the back where it is much more visible now.

The Moshi family purchased the former approximately 7,000-square-foot Apple Tree Market in October 2020 from previous owner Saad Hirmez. Apple Tree had been relocated to Newport Avenue from its previous spot in OB at 4949 Santa Monica Ave.

The new-look Krisp has been well received, said Moshi. “People that come in are very happy with all the changes we have made, all the products that we have brought in, all the organics and healthy stuff. We get a lot of compliments,” he said.

And improvements are ongoing. “We still have more things to do,” pointed out Moshi. “We’re not done yet.”

Moshi added Krisp likes to “show people what we are doing, what’s next: They walk in here and they see everything.”

Krisp has become a one-stop shop, pointed out Moshi.

“You want liquor, beer, or wine? We have it,” he said. “You want groceries or produce? We have it. If you don’t feel like cooking today, we have hot food you can grab. Basically, we have everything you need.”

KRISP

Where: 4976 Newport Ave.

Hours: Sundays-Thursdays 8 a.m.-10 p.m., Fridays-Saturdays 8 a.m. to 11 p.m.

Contact: 619-222-0102.