My Biz: Vytyl brings ‘global food market’ to Cedar Rapids

CEDAR RAPIDS — As soon as you walk in, you’ll see that Vytyl is not a typical Midwest grocery store.

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“I say it’s a modern, global food market offering a wide assortment of fresh and packaged delicacies,” said founder and CEO Ahmed Almarfadi. “Our selection often impresses our customers, particularly when they find brands most U.S. stores don’t carry.”

Almarfadi, who is from Saudi Arabia, was inspired to open the store after visiting Cedar Rapids a few years ago.

“I visited my friend in Cedar Rapids and noticed none of the local stores carried items from home,” the 39-year-old said. “I realized there was an opportunity to bring some familiar flavors to ex-pats from the Middle East and other parts of the world while introducing them to Americans who may have yet to try them.”

But it wasn’t just about the foods, he said.

“I wanted to bring the variety, level of service and sense of discovery I’d experienced at grocery stores and markets worldwide to Cedar Rapids,” he said.

When the store opened in December 2022, Vytyl focused on Mediterranean foods, Almarfadi said. But over the past year, based on customer feedback and requests, it has expanded its inventory to include foods from Greece, Poland, the United Kingdom and other European countries.

“Now, we offer a unique combination of international and locally sourced items,” he said. “When you walk down our aisles, you’ll find imported foods, beverages, and snacks that few, if any, other stores in the area carry, along with familiar favorites,” he said.

“We also offer a sense of community. We want everybody to feel welcome at Vytyl, and we hope each visit feels like an enlightening experience rather than just a grocery run.”

Bakery, halal meat

VYTYL features both a fresh and frozen food section on Friday, March 15, 2024, at VYTYL in Cedar Rapids, Iowa. VYTYL, a Mediterranean grocery store, deli, coffee shop and bakery, features Halal meat and other offerings for the Muslim community. (Geoff Stellfox/The Gazette)

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In addition to food, VYTYL stocks prayer rugs and other goods on Friday, March 15, 2024, at VYTYL in Cedar Rapids, Iowa. VYTYL, a Mediterranean grocery store, deli, coffee shop and bakery, features Halal meat and other offerings for the Muslim community. (Geoff Stellfox/The Gazette)

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The sun illuminates the VYTYL sign on Friday, March 15, 2024, at VYTYL in Cedar Rapids, Iowa. VYTYL, a Mediterranean grocery store, deli, coffee shop and bakery, features Halal meat and other offerings for the Muslim community. (Geoff Stellfox/The Gazette)

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The store has quickly grown a dedicated following, particularly for the fresh items made in-house.

“Our bakery has been a huge hit,” said Almarfadi, noting that customers call the area where they sell baklava the “baklava room,” and they love trying the different varieties offered, including the traditional walnut, cashews and pistachios.

“Our freshly baked pita bread has been so popular we’ve had to place a daily limit of 10 pieces per customer to avoid selling out.”

The chicken shawarma and shish kebab are other shopper favorites.

In addition, “we’re one of the few grocery stores in Cedar Rapids that sells halal beef, lamb, goat, and other meats. Even for non-Muslims, halal is an assurance of high quality,” he said. (Halah meat is slaughtered in a specific way that observant Muslims require.)

“People also love our selection of olives, Bulgarian feta cheese, stuffed grape leaves, hummus, and pickles,” Almarfadi said. “We offer free samples of many items so you can be confident when trying something new.”

‘Cultural journey’

The store now has five employees, and Almarfadi said it is their hard work that sets their store apart.

“Our brand mission is to be the preferred grocery destination for local shoppers by providing exceptional service, unparalleled variety and cultural inclusivity,” he said.

“We’re diligent in our screening and hiring processes to ensure all our employees abide by these values.”

Those “brand values,” he said, are “reflected throughout our store, in the items we carry and, most importantly, in how we treat our customers and employees. Our small staff has gotten to know our regular customers, which makes the atmosphere amiable and welcoming.”

Many people think of grocery shopping as a weekly chore, but Vytyl’s goal is to make it a cultural journey, he added.

“Vytyl is a place to discover delicious foods, beverages and snacks from literally all over the world — and we’re very proud of this,” Almarfadi said. “We’re introducing locals to things they’ve never tried, and for those who’ve moved to Cedar Rapids from other countries, we’re bringing them a taste of home.”

Hard work

Maintaining high standards the food quality and customer services “requires a lot of work,” Almarfadi said. “We’re mindful that our customers trust us to feed their families, and we take that responsibility seriously.”

Almarfadi said he’s pleased with how well the store has been received and looks forward to seeing what the future holds.

“We continue to expand and evolve our inventory as we learn our customers’ preferences,” he said. “We take their feedback to heart, so when we get requests for specific items, we do our best to accommodate them. Our goal is to delight our customers with unique offerings and exemplary service.”

Know a business that should be considered for a “My Biz” feature? Let us know by emailing mary.sharp@thegazette.com.