Wegman's Site to Introduce New Store

In Supermarket News a perhaps obvious approach, innovative retailer Wegman's is using a web site to introduce consumers to new stores. The site is here. To generate buzz about the store, I would imagine, but a quick look shows relatively little that will pull people there except a few give-aways. I was most interested in the store layout, but not much new there, and the layout map itself could have been designed for better understanding of value for the consumer.