 In response to increasing competition from retailers such as Costco Wholesale and Walmart entering into Buttrey's core markets, in November 1995, the chain launched the Buttrey Big Fresh concept to increase traffic in Buttrey stores.The first Big Fresh, a remodeled Buttrey in Great Falls, featured several expanded food departments and a Buttrey Food Court, which featured a coffee and espresso bar, and a selection of small restaurants.In the years following, Buttrey converted several other stores to the Big Fresh format.