It's the biggest thing to hit the West End in years. It just may be the most beautiful thing, too.

That would be the new Kinsley's ShopRite store, located at it's new location off Weir Lake Road at 107 Kinsley Drive, in Brodheadsville. It even has its own stoplight.

Television commercials tease the viewers of what awaits customers when it opens its doors for the Grand Opening on Sunday, Aug. 5 at 8 a.m.

Boy, are they in for a colossal treat.

The Kinsley family dreamed bigger and better and that's just what their customers are going to get in their new store, from wider aisles, to expanded sections.

Chris Kinsley, Sr., vice president and general manager, said they have doubled their space from over 53,000 sq. feet to a very impressive 95,000 sq. feet and a large sign inside the entrance declares it to be the largest ShopRite store in the food chain's 250 stores.

"We started designing the new store and kept adding more and more. We felt we needed it for the West End area. We listened to what our customers asked for over the years and we visited grocery stores across the country to see what was out there," he says.

This store was built from the ground up using some of the industry's "greenest" technologies to help reduce waste, protect the environment and create a more energy-efficient shopping experience.

To finally see the Grand Opening in sight after a long seven years in development, Kinsely says "It's kind of unbelievable. Reality hasn't really hit home yet."

The facade of the new state of the art building is rustic modern, with huge wooden beams and stonework.

"We wanted to keep the farm look and the country feel. It was a 'no brainer' as far as our look was concerned."

Approaching the entrance, one sees three large garage-type doors. Kinsley says that at certain times, these doors will be opened to create an open-air farmer's market atmosphere featuring fresh in-season produce, plants, holiday items and outdoor furniture.

Flanking the entrance doors are real gas lamps, offering another rustic touch with added warmth.

"Mom and Dad love the restuarant Liquids in Stroudsburg and they have these gas lamps. They really liked them and wanted to see the new store have them," says Kinsley.

That rustic country feel is seen inside throughout the fabulous new structure. Wood is a prominent feature from the large stairwell to the second story to the wood-look shelving and flooring. Stone-look tiles and stone features add another country rustic feel, making it all very warm and inviting.

That meant the clucking chickens had to be included in the move as well. Not only do they cluck, they move too, along with a mooing cow, thanks to animatronics.

Antiques, which was part of the old store's charm, are still a prominent feature throughtout the new store.

In a very special central spot, the Kinsley family-owned 1926 Model T Ford station wagon, sits proudly on display. It is now the new store logo. It is seen on all the store's signs and is depicted in the beautiful new inlaid tile as you enter the store as well as on a large sign at the entrance where it says, "Kinsley's Family Market-We serve the nicest people. Est. 1950."

In 1950, Chris's grandfather, Clayton Kinsely opened a grocery store in Scotrun. Later, his son, Bob Kinsley and his wife, Doris, opened Kinsley's Market in Tannersville. They opened their second store in Brodheadsville in 1987 with the Tannersville site eventually closing. A few years later, it became Kinsley's ShopRite Supermarket. The family-owned and operated store has Bob as president and CEO and owner, with his wife Doris as secretary, his son Chris as vice president and general manager, their daughter Dee Dee Jacoby is treasurer and their two grandsons, Chris Kinsley, Jr. (JR) and Robbie Kinsley also work in the store.

The second story of the store will house the offices and community room, where area non-profit organizations can hold meetings, events and classes.

The old store employs 220 people and serves between 20,000-25,000 customers a week. The new store will employ 360 and they're hoping their customer numbers will also increase.

"We want the new store to be a destination. A place where people will want to come from miles around to shop," says Kinsley.

The mecca for grocery store shoppers.

To that end, the Kinsleys added such special features as having its own executive chef in Doris' Café (Made with a touch of Mom's love) that will prepare Chinese sushi, Asian specialties, sandwiches made-to-order and brick oven pizza. It can seat up to 125 people.

Other store features will be: a fresh bake shop that can create custom wedding cakes to rival anything seen on a cooking show; a full-service butcher; fresh seafood delivered daily; a full-service floral department; pharmacy; a broad selection of ethnic foods. The ShopRite of Brodheadsville will also feature a Beer to Go department, making it one of the few grocery stores in the area to offer this one-stop convenience. Another new addition will be Doris' , featuring a wide variety of chef-prepared meals from sushi and Asian specialties to sandwiches made-to-order and brick oven pizza.

There will be cooking demonstrations during the day at a spot right inside the store and there will be cooking classes offered during the evening hours.

Kinsely's has always smoked its own meats, but now that will be done right on the premises.

When asked what is his favorite part of the new store, Kinsley hesitates and then says, "I love it all" but says he's especially proud of the cheese section which features cheeses from around the world, located in the big wide open space in the produce area, near the seafood department. One could hold a square dancing party in it.

After the Grand Opening Sunday at 8 a.m., the store hours will be every day from 7 a.m.-11 p.m.

If ShopRite had a fan club, Madeline Washington of Kunkletown, might be its president.

"I've been shopping at ShopRite since 1965. And I must have saved at least $100,000 since then."

Madeline says she can't wait for the grand opening on Sunday, August 5.

Neither can the rest of the West End community.