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I visited Grocery Outlet. It was weird, but I saw why it’s a go-to supermarket for some shoppers.

One grocery chain is expanding using a business model that’s somewhere between Aldi and T.J. Maxx.

Supermarket chain Grocery Outlet promises low prices, and it has a novel approach: Like Aldi’s locations, Grocery Outlet stores tend to be smaller than traditional grocery stores and emphasize low prices.

But like T.J. Maxx, Grocery Outlet often sells products that other retailers or food manufacturers can’t move themselves.

During the height of the pandemic in 2020, for instance, Grocery Outlet bought 30,000 cases of 1-gallon containers of salsa that were meant for restaurants, former CEO Robert Sheedy said on an earnings call at the time.

“Grocery Outlet buyers are experts at purchasing that product opportunistically,” the chief marketing officer, Layla Kasha, said in a statement to Business Insider in September.

That means finding products “outside of the normal retail channel as a result of packaging changes, product overruns, and other varied inventory circumstances,” she said. “Our suppliers offer us great prices on that surplus inventory, and we pass those savings along to our customers.”

This approach allows Grocery Outlet to sell products for 40% to 70% less than comparable items at traditional retailers, according to the company’s latest annual report.

Grocery Outlet had 563 stores as of its third quarter, which ended on September 27. The chain said in November that it planned to end 2025 with 37 new store openings for the year.

The San Francisco-based company already has a significant presence in the Western US, but it’s expanding in Eastern states, including Delaware, Maryland, and Pennsylvania.

I wanted to experience shopping at Grocery Outlet for myself, so I visited one of the chain’s relatively new stores in September. Here’s what I found.

Do you have a story idea to share about Grocery Outlet or another retailer? Contact this reporter at abitter@businessinsider.com.

I visited one of Grocery Outlet’s newer stores in Maryland.

This grocery outlet wasn’t too busy on a Wednesday afternoon.

Alex Bitter/BI

Located in a shopping mall in Beltsville, Maryland, this store opened in July 2024.

Grocery Outlet’s emphasis on deals was clear from the moment I walked in.


A sandwich-board sign outside a Grocery Outlet store shows featured sale items, such as cheese balls and ribeye steaks.

This sign highlighted a major clearance on spring and summer items.

Alex Bitter/BI

This sign outside the main entrance highlighted some of Grocery Outlet’s deals, including salted caramel cookies, cheese balls, and ribeye steaks.

Grocery Outlet also sells fresh produce and meat.


A sign inside the entrance of Grocery Outlet says

I saw this sign as I walked into the Grocery Outlet location.

Alex Bitter/BI

Though Grocery Outlet says it’s “opportunistic” with its buying, the chain’s stores stock many of the same types of products that you’ll find at traditional grocery stores, such as produce. This sign reminded me of that as I walked in.

This Grocery Outlet store was similar in size to an Aldi or other small-format supermarket.


A view of a Grocery Outlet store in Maryland.

The front of Grocery Outlet included baked goods, plants, and other items.

Alex Bitter/BI

Grocery Outlet stores generally take up between 15,000 and 20,00 square feet, according to the company’s latest annual filing. Aldi stores, by comparison, are generally about 22,000 square feet.

Both grocery chains are much smaller than the format used by traditional supermarkets, which can take up twice as much space at about 40,000 square feet.

Grocery Outlet sells more than food.


A selection of indoor tropical plants sit at Grocery Outlet

The tropical potted plants were $15.99 each.

Alex Bitter/BI

As I walked through the front of the store, I found ceramic pots, gardening tools, and this selection of potted plants.

I found name-brand groceries …


Cases of La Croix sparkling water sit on a shelf at a Grocery Outlet store.

There were three flavors of La Croix seltzer.

Alex Bitter/BI

Grocery Outlet often touts that many of its products are name brands. That was true with these boxes of canned La Croix seltzer.

… as well as items I’d never heard of before.


Bottles of Good Sport beverages sit on a shelf at Grocery Outlet.

Bottles of Good Sport were $0.99 each at Grocery Outlet.

Alex Bitter/BI

I’ve written about and followed many food and beverage brands over the years, but I wasn’t familiar with Good Sport, a dairy-based sports drink.

Grocery Outlet also has its own brands.


A bag of White Corn Tortilla chips carries the SimplyGo name.

These bags of tortilla chips were being sold under the SimplyGo brand.

Alex Bitter/BI

Grocery Outlet makes some of its own products under the SimplyGo name, such as these tortilla chips.

The chain tries to stock store-branded goods and those from name brands “as evenly as possible,” Kasha told Business Insider.

Most of Grocery Outlet’s private-label items are “everyday grocery basics” such as butter, eggs, and paper towels, she said. “We source those traditionally to ensure our shoppers can find them each time they come to the store,” she said.

Many of the name-brand goods, meanwhile, are meant to create a “treasure hunt shopping experience,” Kasha said. Think about “a holiday-themed cereal, or a fun soda flavor that you’ve never heard of,” she said.

I saw products from some popular restaurant chains in the freezer aisle.


Hooters-branded Crab Cakes sit in the freezer section of a Grocery Outlet store.

I bought a box of these Hooters-branded crab cakes.

Alex Bitter/BI

These Hooters-branded crab cakes piqued my interest, given my reporting on the chain’s bankruptcy earlier this year.

I bought a box and tried them at home. They were unremarkable.

Some parts of Grocery Outlet looked like any other grocery store.


The produce section at Grocery Outlet, with slogans painted on the wall, including

Lemons, limes, and other fruit sit in the produce section of Grocery Outlet.

Alex Bitter/BI

In the back of the store, I found the produce section, which had many of the basic types of fruit and vegetables that other stores have, from eggplants to lemons.

The quality of the produce seemed decent.


Grapes, carrots, and other fresh produce sit in a cooler case at Grocery Outlet.

Grapes in a cooler at Grocery Outlet.

Alex Bitter/BI

I bought some red, seedless grapes and was happy with the quality.

Price tags that highlighted savings were everywhere.


A shelf tag at Grocery Outlet lists the price of red seedless grapes as $1.99 a pound -- and mentions that similar grapes sell

Every price tag at Grocery Outlet included a price for the item “elsewhere.”

Alex Bitter/BI

These grapes were $1.99 a pound at Grocery Outlet. The tag said that they’d cost $3.99 a pound “elsewhere,” which seems plausible to me, though I had no clue which other stores they were talking about.

There was a robust selection of Latin American groceries.


A selection of Mexican spices sit in packages on a shelf with the brand name

I bought some dried chiles at Grocery Outlet.

Alex Bitter/BI

Besides jars of salsa and tortillas, there was a range of spices often used in Mexican cooking. I picked up some dried chiles for my next homemade salsa rosa.

As I ventured deeper into the store, I saw more unusual products.


A package of Roma Old Bay-flavored sausages sit in a cooler case at Grocery Outlet

These Old Bay-flavored sausages intrigued me.

Alex Bitter/BI

I’d never seen sausages flavored with Old Bay, which I wanted to try but opted not to because I had a long drive home.

I saw products I didn’t know existed from popular brands like DiGiorno.


A DiGiorno breakfast croissant from the freezer section of Grocery Outlet.

I bought one of these breakfast croissants.

Alex Bitter/BI

This frozen personal DiGiorno “breakfast croissant” was $2.49, so I picked one up.

Many of the products I bought were fine, though not wonderful.


A DiGiorno croissant from Grocery Outlet sits on a cutting board after being heated up in an oven.

The breakfast croissant, after the prescribed 20 minutes in the oven.

Alex Bitter/BI

The breakfast croissant was good, though I probably won’t be rushing back for more.

Other products were surprisingly niche.


A bottle of Organic Hawaii Noni juice sits on the shelf at Grocery Outlet.

There was one last bottle of noni juice on the shelf at Grocery Outlet.

Alex Bitter/BI

I almost bought the last bottle of juice squeezed from noni, a fruit native to Southeast Asia and common in parts of the Pacific such as Hawaii.

Curious, I did a quick Google search and found that this same bottle was selling for more than $40 online, as the price tag said.

I started to get a sense of Grocery Outlet’s strategy the more I saw.


Oreo Truffles mix sits next to cookie mix from Chrissy Teigen's Cravings brand on a shelf at Grocery Outlet

Oreo Truffles Mix sat next to a cookie mix from a Chrissy Teigen brand in the baking aisle.

Alex Bitter/BI

Many of the products that Grocery Outlet sold at the location I visited were a little outside what you’d expect in a normal grocery store.

Oreo truffle mix? A breakfast croissant with cheese and ham? It felt like I had asked the beta version of an AI model to generate pictures of normal groceries.

Many of the prices were much lower than those in other stores in the area.


Cans of California Healthy Harvest diced tomatoes sit on a shelf at Grocery Outlet.

These cans of diced tomatoes were in the center of the store.

Alex Bitter/BI

These cans of diced tomatoes were from a brand I’ve never heard of — California Healthy Harvest. At $0.50 each, I bought two, since I hadn’t seen canned tomatoes so cheap elsewhere in the DC area where I live.

For the really value-focused shoppers, there was this “last chance” shelf in the back of the store.


The

There was a limited selection of products in the “last chance” section at Grocery Outlet.

Alex Bitter/BI

Given Grocery Outlet’s model, I was curious to see what kinds of groceries ended up in the clearance section.

The answer: huge tins of soda crackers for $1.17 each and 6-pound cans of salsa verde for $2.57 each.

As I headed for the checkout, I saw more merchandise that wasn’t food.


An orange Reese's-branded throw blanket sit on the shelf at Grocery Outlet.

This Reese’s-branded blanket was $7.99.

Alex Bitter/BI

There was a selection of candy-themed blankets, such as this orange Reese’s throw.

I also found an homage to the founder of Grocery Outlet.


A painted depiction of Grocery Outlet founder Jim Read on the wall of a Grocery Outlet store.

A depiction of Grocery Outlet’s founder, Jim Read, was painted in one corner of the store.

Alex Bitter/BI

Jim Read started what would become Grocery Outlet in 1946 by selling surplus military supplies, according to the company.

Like any supermarket, there was candy near the register, tempting me as I waited.


Bags of individually-packaged Peeps sit in a display at Grocery Outlet for $1.49 each.

Marshmallow Peeps were on steep discount nearly five months after Easter.

Alex Bitter/BI

These packs of Peeps came individually wrapped to make them easier to hide in Easter eggs.

It’s a great idea, but given that I was shopping at Grocery Outlet in September, I could see why they were so heavily discounted.

Shopping at Grocery Outlet was one of the most novel experiences I’ve had at a store.


Just inside the entrance to a Grocery Outlet store in Maryland.

I took one last look back at the Grocery Outlet as I walked out.

Alex Bitter/BI

The product selection was eclectic, and that’s no accident. Grocery Outlet’s “treasure hunt” strategy encourages customers to stop by regularly to see what’s new.

That could make it a hard place to shop if you tend to buy the same groceries every week or have dietary requirements.

On the other hand, many shoppers are looking to save money after years of inflation.

There are also signs that buying food from big, recognizable brands is no longer as important for shoppers as it once was, as evidenced by Aldi’s success with its store brands and Kraft Heinz’s decision to split into two companies.

Grocery Outlet reported comparable sales of just over 1% in the third quarter, the most recent reporting period. CEO Jason Potter said on an earnings call in November that he was “dissatisfied with” that result but hoped that sales would pick up in 2026.

I’ll probably be back, especially if Grocery Outlet opens more stores in my area.


A man taking a selfie and smiling outside a Grocery Outlet supermarket.

This grocery outlet was about 40 minutes from Washington, DC, proper.

Alex Bitter/BI

Grocery Outlet continues to open new stores, including another location in Pennsylvania in August.

If the chain continues to expand — especially on the East Coast — I bet I’ll be back at some point.




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Jordan Hart's face on a gray background.

I visited Target’s newly remodeled SoHo store, designed to showcase its style. It was a whole new experience.

Target is putting its style revamp on full display.

The big-box chain is on a mission to rebuild its reputation for style, and its SoHo location in New York City appears to be the centerpiece of that effort. The store has been reimagined with immersive and interactive displays.

The new look comes as operating chief and incoming CEO Michael Fiddelke has set his action plan to improve sales. It involves redirecting Target toward a “style and design North Star” and enhancing the shopping experience to encourage people to spend more time browsing the aisles.

“To see this Target SoHo store is a punctuation point on that style of design and cultural leadership,” Fiddelke, who’s set to step into the CEO role in February, said at an exclusive preview of the revamped store. “It could not be more of a point of pride for me and, I know, the whole team.”

Members of the press got a preview of the remodel in December, and I returned a week later to see what it looked like on a typical day during the hectic holiday shopping season.

Target introduced apparel at the SoHo store for the first time. Although the location is on the corner of a block that also houses brands like The North Face and Abercrombie & Fitch, Cara Sylvester, chief guest experience officer, told Business Insider that the location was previously tailored for locals and tourists to drop in for essentials like snacks or makeup. It didn’t carry Target’s clothing lines, such as Wild Fable, until now.

The retailer hopes clothes, showcased amid towering red displays, will help it make a bigger splash in the fashion-forward New York City neighborhood.

I browsed the bustling location to see the glow-up firsthand.

It was like walking into a literal bull’s-eye


Target store interior

The entrance of the SoHo Target was a wash of red.

Jordan Hart/Business Insider



The immersion started as soon as I walked into the store. I stepped into what looked like an actual bull’s-eye, mirroring Target’s logo. Red arches towered overhead with built-in racks lining the walls. Since I visited the store in December, it had a holiday theme with gift boxes and Christmas knickknacks in the center of the floor.

“We have a new look! There’s more where that came from,” a sign at the door read.

Gifts and apparel were on display


composite image of stanley tumblers and a deer print jacket

There were clearly trendy items on display at the front.

Jordan Hart/Business Insider



In the center of the store, Target advertised potential holiday gifts, including ever-popular Stanley tumblers for $50. The clothing racks featured on-trend styles, including glittering dresses in time for New Year’s and a deer-print fur coat.

The beauty section reminded me of a spaceship


Target store display

The beauty section was unique, in my opinion.

Jordan Hart/Business Insider



Finally, it was time to visit my favorite section in every Target: the beauty department. This beauty section, however, looked totally new. It reminded me of a spaceship, with its gray tone and the circular displays, on which the products were arranged.

I appreciated the design of the layout, but it was a bit closed off, making it a tight fit to truly shop for whatever products you’re looking for.

There was a small photo booth


Interactive photo booth at target

There were a few photo opportunities throughout the store.

Jordan Hart/Business Insider



Tucked into the corner of the beauty section was an interactive feature that I hadn’t seen at Target before. It was a place to take and download a selfie. First, you snap a picture, then it prints a digital receipt for you to scan with your phone to download the image.

When I tried it during my visit, however, the machine was out of paper.

The lower level looked like any other Target store


Target aisle

The lower level looked more familiar.

Jordan Hart/Business Insider



I took the escalator downstairs, and it was business as usual. It looked like the aisles of your neighborhood Target, with snacks, produce, and a small home goods section.

Target’s Alpine holiday theme was present throughout the 2-story store


Target store display

I came across a gondola that reminded me of another Target location.

Jordan Hart/Business Insider



Target’s holiday branding this year features an Alpine theme, designed to make the stores more welcoming and inviting.

I noticed a display not unlike a gondola I came across in another Target location this holiday season. Several people, including myself, stopped to snap photos of the gondola overflowing with silver globes and lined with plush toys.

I appreciated this thread connecting the different locations, and it felt like the right touch for this Target store, which also had unique touches. Sylvester told me the red arches wouldn’t be replicated the same way elsewhere.

Overall, I loved the immersive experience this store offered, and I think it gave Target a refreshed vibe that reminded me more of a niche apparel store than a big-box retailer.




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I visited an underrated city in Sweden before heading to Copenhagen, and it ended up being a highlight of my Europe trip

  • I visited Copenhagen over the summer, but I added one night in Malmö, Sweden, to the trip.
  • The city just across the water from Copenhagen was one of the highlights of my entire trip.
  • I thought it offered a peek at true Scandinavian living.

For me, the most stressful part of planning a trip is narrowing down what I want to see, especially when I’m traveling to new countries.

I never want to miss out on anything, and when you only get a few days in a place, there’s no way to see everything. If I’m going somewhere I’m not sure I’ll get to visit again, I feel even more pressure to make the perfect itinerary.

I faced that exact conundrum when trying to decide which part of Sweden to visit as part of a trip to nearby Copenhagen, Denmark.

When I visited Copenhagen over the summer, I knew I also wanted to see some of Sweden.

I took a trip to Scandinavia in August 2025.

Samantha Pettyjohn/Business Insider

In August, my husband and I set off for a trip to Scandinavia to go to a wedding in the small city of Helsingborg, Sweden. We planned to spend the majority of our trip in Copenhagen, as we were flying in and out of the Danish city since Helsingborg and Copenhagen are only about an hour and 20 minutes away from each other via train.

Still, we wanted to see a bit of Sweden during our journey, and we knew we wouldn’t have a ton of time to sightsee in Helsingborg because of the wedding. We also didn’t want to have to take a separate flight or spend a full day traveling, which ruled out Stockholm on the other side of the country.

After doing some research, we decided to spend one day and one night in Malmö, Sweden. Malmö is the third-largest city in Sweden and one of the country’s fastest-growing cities. I liked the idea of going somewhere that could offer a true glimpse at Swedish culture, and it was extremely convenient to get there.

Adding a day in Malmö to our itinerary seemed like a no-brainer.

Going to and from Malmö via train was a breeze.


A woman sits on a bench in a train station with luggage.

I took a train to Malmö.

Samantha Pettyjohn/Business Insider

My husband and I took the train from Helsingborg to Malmö on a Monday morning, which took about 40 minutes. We also took the train from Malmö to Copenhagen the following morning, which was only a 20-minute ride.

The train couldn’t have been easier. It ran in frequent increments, so we just bought tickets upon arrival at the station. It was lovely not to have to plan that part of our journey in advance.

The train was fairly crowded with commuters, but we still managed to find space for ourselves and our luggage.

I stayed at MJ’s, which was just a 10-minute walk from the train station.


An exterior shot of MJ's Hotel in Malmo, Sweden. The building has a yellow facade and says

I stayed at MJ’s.

Samantha Pettyjohn/Business Insider

I considered a few different hotels in Malmö when planning our trip, but I settled on MJ’s fairly quickly. I appreciated that the boutique hotel was just 10 minutes from the train station and within walking distance to restaurants and bars.

The interior also has a floral, pink aesthetic, which appealed to me, and it was in my budget. A one-night stay in a small room cost 1,630 Swedish krona, which was about $170 when I booked our stay.

Walking to MJ’s from the train was easy, even with the luggage my husband and I were toting, and I loved the look of the hotel from the outside.

I couldn’t wait to see the hotel’s courtyard, which I had been ogling online.


An aerial view of an enclosed patio with ample seating and umbrellas below. Greenery adorns the windows and balconies surrounding it.

The hotel had a pink courtyard.

Samantha Pettyjohn/Business Insider

One of the things I was most excited about at MJ’s was its interior courtyard, designed for guests to dine and spend time together. It’s covered by a glass dome that features greenery for a touch of whimsy, and its pink walls give it a chic and romantic feel.

It was just as pretty in person as it was in the photos I saw online. When we arrived at the hotel, I saw people dining and chatting under tables with umbrellas.

I loved that the upper floors at MJ’s had open windows that overlooked it, so we could catch glimpses as we walked to and from our room.

I was delighted by how big my room was.


A bedroom in a hotel with an open window revealing a street below.

We stayed in a small room at MJ’s.

Samantha Pettyjohn/Business Insider

I selected a small room at MJ’s for our stay, figuring we could handle limited space for just one night.

However, to my surprise, the room was large. It had a seating area by the front door, a large bed, and room for a desk and a wardrobe. Likewise, the bathroom featured a large vanity and tub.

I couldn’t believe how much space we got for the price I paid.

I was immediately smitten with how quaint and whimsical Malmö is.


A brick street with greenery growing on the buildings lining it.

A street in Malmö.

Samantha Pettyjohn/Business Insider

For our day in Malmö, I didn’t create a strict itinerary. I mostly planned to wander the city with my husband, hoping to get a feel for what life in Sweden was like.

I was so glad I kept our schedule loose as we started exploring Malmö, as every street we turned down was beautiful and made me want to see more.

From the brick roads and cobblestone sidewalks to the colorful homes lining the streets, I couldn’t get over how stunning the city was. Greenery grew on many of the homes we passed, and restaurants and shops were often situated in courtyards, creating a sense of community from the architecture alone.

It was also easy for us to travel on foot everywhere we went, as biking and walking are popular forms of transportation there.

A visit to Malmö Saluhall was a highlight of the day.


Flowers sit outside a food hall. People enter the space and look around.

I dined at Malmö Saluhall.

Samantha Pettyjohn/Business Insider

After visiting Malmö Castle, a popular tourist destination in the city, we stopped for lunch at Malmö Saluhall, a food hall offering a diverse array of dining options.

There was a flower market set up outside it when we arrived, and when we walked in, there were stands with almost any food you could think of. I saw other tourists like me milling around, but there were also Malmö residents who had come to eat on their lunch break.

We feasted on Italian-inspired crostinis before stopping by another booth for pastries and coffee. Everything was, unsurprisingly, delicious, and I loved that the meal came with a side of people-watching.

I found more whimsy at Folkets Park.


A side-by-side of two images of a park with pink, yellow, and orange decor inside it.

Folkets Park was a fun stop.

Samantha Pettyjohn/Business Insider

After lunch, we made our way to Folkets Park, a family-friendly green space renowned for its vibrant and eclectic installations. There are also performances held there.

There were colorful playgrounds, oversize chairs, and shops inside. It was quiet since we were there during a school day, but I could imagine the area would be packed on weekends.

The colorful design felt so novel compared to the neutral colors I see at most American parks. I could have stayed there for hours.

I felt like I was getting a real glimpse at Swedish culture as I wandered through the city.


A cobblestone street with people walking and biking through it. Restaurants and shops are nearby.

I wandered the streets of Malmö.

Samantha Pettyjohn/Business Insider

We spent the rest of the afternoon walking around the city, popping into shops and sitting on benches to take in the sights. I was charmed by the bookstores, flower shops, and thrift stores we entered, and it was fun to see locals and other tourists exploring the area.

I could tell the city was designed to be friendly to tourists, finding English writing nearly everywhere, but it still felt quintessentially European thanks to its architectural style.

I also spotted people sitting at cafés enjoying fika, a traditional Swedish snack break, in the afternoon. I loved catching a glimpse at a customary aspect of Swedish culture.

My favorite part of the day was people-watching during happy hour.


A woman holds up a beer and smiles as she sits on an outdoor patio surrounded by other bars. A blanket sits on the chair next to her, and there are heaters around.

Happy hour was one of the best parts of the trip.

Samantha Pettyjohn/Business Insider

Before we grabbed dinner, my husband and I decided to sit at one of the many outdoor patios in Malmö, as we wanted to enjoy the city’s ambiance.

We stopped at Mello Yello, a bar located in Lilla Torg, a square in the heart of the city, just a one-minute walk from MJ’s.

As I sipped on a beer, I watched coworkers gather for happy hours, families walk to early dinners, and friends meet up after long work days. The atmosphere was unhurried and communal throughout the square. It felt like we could sit for hours, and the staff would be happy to have us.

I also got to eat the cutest affogato I’ve ever seen.


A tray with ice cream and a cup of espresso sit on a table.

I loved my dessert.

Samantha Pettyjohn/Business Insider

After drinks, we spent the evening eating dinner, wandering through more squares, and grabbing dessert at Verde Gelato on our way back to our hotel.

My husband and I both love affogatos, so we would have loved them even if they came in plastic cups. Still, the adorable wooden tray and glass serveware made it even sweeter. The aesthetically pleasing touch was in perfect alignment with every other experience we had in Malmö that day, adding to its charm.

We ate them at bistro tables outside the shop, grinning at each other over bites of espresso-gelato goodness.

The city’s location on the water made it even more beautiful.


Brick buildings line a bay at sunset.

The views of the water were stunning.

Samantha Pettyjohn/Business Insider

We were lucky enough to be in Sweden in late August, when the sun doesn’t set until around 9 p.m.

We took advantage of the brightness by taking a walk along the edge of the Öresund Strait, which separates Denmark and Sweden, as the sun went down. We had crossed over it on our train ride into Sweden, but it felt even more romantic and quaint up close.

When we returned to MJ’s after dark, the bar in the lobby had a party-like atmosphere going. I appreciated the fun energy, as well as the fact that our room was quiet a few floors up, allowing us to get a peaceful night of rest even as people mingled downstairs.

To top it off, the breakfast buffet at MJ’s was top-notch.


A plate of breakfast foods and beverages on a table.

My breakfast was phenomenal.

Samantha Pettyjohn/Business Insider

The elaborate breakfast spreads at all the hotels I stayed at in Europe amazed me, but MJ’s was among my favorites, and not just because I got to eat it in the pink patio.

There was fresh fruit, eggs, bacon, all sorts of pastries, and a parfait bar. I served myself a bit of everything, and I sipped coffee out of an adorable mug I wished I could take home with me.

It was the perfect end to our stay at MJ’s.

If you’re heading to Copenhagen, I highly recommend adding Malmö to your itinerary.


A woman smiles on a cobblestone street surrounded by colorful buildings.

I loved my day in Malmö.

Samantha Pettyjohn/Business Insider

My 24 hours in Malmö were among the most relaxing of my weeklong trip to Europe.

I was enchanted by the city’s architecture, green spaces, divine food, and charming restaurants. I loved my time in Copenhagen, too, but I thought Malmö offered a slightly slower pace that was more indicative of Scandinavian culture outside the bustling metropolis. I found myself wishing we had stayed there for longer than just a day.

If you’re hoping to visit Sweden on a trip to Copenhagen, I think Malmö is the perfect way to do it.




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