Aisle of Man: New York Grocery Store Introduces Special Section

One-stop-shopping for people who generally dislike shopping.

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Christian Science Monitor

A traditional food selection in New York's Westside Market. The man aisle features none of this

Correction Appended July 30, 2012

In what can be considered a step down in man’s evolution, Westside Market in New York launched the city’s first “man aisle,” a haven for alpha-males tasked with buying groceries.

The “aisle” — which is actually an end-cap to an aisle — has all the essentials including, but not limited to: deodorant, a cornucopia of Doritos, ramen, beef jerky, beer, and bottled water. Because guys love crushing empty plastic containers in their meaty manfists after chowing down on pickles and Chips Ahoy cookies.

(LIST: 10 Summer Superfoods)

Based on the proprietor’s description, it’s hard to tell if the venture is aimed at men or rocks.

“If you’re going to have some guys over to watch a game, you can pretty much stand here — not move two feet — and get your beer, barbecue sauce, chips, whatever,” Ian Joskowitz, Westside Market’s chief operating officer, told the New York Post. “It’s all right here,”

As reported by the Post:

Joskowitz and the store’s CEO, George Zoitas, were inspired to create the manspace — conveniently located right next to the beer section — after reading an ESPN study showing 31 percent of men are shopping for their families, up from 14 percent in the 1980s.

Essentially, the area is “grocery shopping for dummies” for these men. Who, if they are buying for their families, are doing their wives and children a great health and culinary disservice.

“Guys don’t like taking lists when they go shopping,” Zoitas explained. “This helps them remember what they need.”

The man aisle is featured at Westside Market’s store on the corner of Broadway and 110th Street. If it’s successful, Zoitas and Joskowitz plan to expand it to four other locations in Manhattan and New Jersey.

An earlier version of this article failed to attribute a quotation and passage to the New York Post, the original source of the story. TIME regrets the error.