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Unlike many gourmet stores you may have visited, Yum is open, light, airy and thoroughly unpretentious. As a result it has become a real destination for locals who bring in friends and family. The store is broken into what Frohlich calls "lands," as in snackland, bakingland, etc. Playful touches seem to reinforce the pleasure inherent in the name Yum; a sleek chrome medicine cabinet houses a precious collection of vinegars and essences, a wall of rainbow soda bottles frames the front counter and the staff greets everyone with a gracious offer of a beverage.
-- Excerpt from review by Amy Sherman