the things I liked:

the cart.
 it was much smaller than a regular shopping cart, but somehow our  baby carrier fit in it with-wise. * Update ( they got rid of the small carts.)
You can fill it up and not spend $300. This has happened to me before at Fry's, and its a bummer.
Since they are new, they are the cleanest they will ever be. I have a huge dirty cart handle issue. F&E like most grocery stores have the disinfectant wipes but that grosses me out more for some reason.
the steering on the carts was easy like ikea's carts with out the crazy hydroplane maneuver.

The food.
Everything F&E brand had very minimal marketing on the packaging which made me feel like i was purchasing it for the quality of food, not how nice the fake prepared image on the front looked. 
I have yet to taste it though, ill update when I do. * Update (Prepared food is kinda hit or miss)
They have only 1 or maybe 2 brands of the same exact item which makes decisions easy, either you want it or don't, no comparing labels and whatnot. which makes you end up buying less stuff.
It also makes for a shorter trip to the grocery store. No more putting off going to the market. Even though I have managed to make myself only shop the outside of the gigantic grocery stores (Produce, meat, dairy bakery) it still takes a long time to trek through the store.

Last grabs.
If you needed  they have a small pharmacy aisle grocery brand pet food, and baby care/household aisle. shampoo.... whatever.

One of these things is not like the other...
so the chip aisle has F&E brand chips and cookies and all nicely packaged and then at the end were flaming hot Cheeto's? maybe thats the part where they sell local goods. frito-lay is the best we have?

They do not take American express and watch out for the fine print on the coupons. * Update ( They now accept AMEX)

$.
Somethings cost much less than at normal markets, and some were the exact same. 
they also discount Items that are close to their expiration, so you can go ahead and grab that milk instead of pulling 3 out looking for the latest expiration. same thing with baked goods, meat products and produce.

you will definitely see me there again.