If you’ve lived in Atlanta for more than five minutes, you know that directions are basically a series of "turn left where the thing used to be." But there’s one landmark that refuses to disappear from the local lexicon, even after a massive $190 million facelift and a name change that nobody actually uses. I'm talking about the Kroger on Freedom Parkway.
Well, technically it’s on Ponce de Leon Avenue, but because it sits right at the terminus of Freedom Parkway and overlooks the Fourth Ward Park, everyone just calls it the Freedom Parkway Kroger. Or, if you’re a real local, you call it by its much darker, unshakeable moniker: Murder Kroger.
The Rebirth of 725 Ponce
Honestly, Kroger really tried to make "BeltLine Kroger" a thing. They spent millions. They built a literal bridge to the Eastside Trail. They put in a Starbucks and a Murray’s Cheese shop. But you can't just erase thirty years of Atlanta grit with fancy brie.
The original store, a beige brick box that opened back in July 1986, was demolished in 2016. It was a somber day for those of us who grew up grabbing late-night snacks there while dodging the occasional sketchy character. Today, what stands in its place at 725 Ponce de Leon Ave NE is a massive mixed-use development. It’s got a 60,000-square-foot urban prototype Kroger on the ground floor and twelve stories of glass-walled office space stacked on top.
Walking into this version of the Kroger on Freedom Parkway feels like stepping into a different dimension. The ceilings are high. The lighting is actually good. You’ve got people in Lululemon leggings grabbing kombucha right next to the historic Ford Factory Lofts. It’s the epicenter of the new Atlanta—expensive, shiny, and highly walkable.
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Why the Nickname Stickiness is a Real Business Problem
From a business perspective, Kroger’s struggle with the "Murder Kroger" name is a masterclass in the limitations of corporate branding. The nickname started after a fatal shooting in 1991, followed by another body found in a car in 2002, and a third tragedy in 2015.
Kroger’s leadership, specifically spokesperson Glynn Jenkins back in the day, was very vocal about wanting a fresh start. They officially rebranded it as the "BeltLine Kroger."
It didn't work.
Social scientists often point to "place-memory." When a community attaches a name to a location based on shared trauma or collective experience, a corporate logo isn't going to change that. Even as the neighborhood gentrified at light-speed—with studio apartments nearby now fetching over $2,000 a month—the name persists. It's almost a badge of honor for long-time residents to use the old name to prove they were here before the BeltLine was a thing.
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Navigating the Kroger on Freedom Parkway Today
If you’re heading there today, forget the old surface lot. Parking is now underneath in a massive concrete deck. It’s a bit of a maze, but it keeps your car out of the Georgia sun.
- Direct BeltLine Access: This is the store's biggest flex. There’s a ramp that leads directly from the Eastside Trail into the store. You can literally bike in, grab a rotisserie chicken, and be back on the trail in five minutes.
- The Starbucks Porch: There is a walk-up window for Starbucks that faces the park. It’s one of the best people-watching spots in the city.
- Inventory Sourcing: Because this is an "urban prototype," the selection is a bit different than your suburban Kroger in Alpharetta. More organic, more high-end prepared foods, and a surprisingly deep craft beer section.
The 2026 Context: Still the Anchor of Ponce
As of early 2026, the area around the Kroger on Freedom Parkway has only gotten denser. With the completion of the Fourth Ward project nearby and the continued expansion of Ponce City Market across the street, this Kroger is no longer just a grocery store; it’s a logistics hub.
You’ll see a constant stream of delivery drivers and locals on electric scooters. It’s busy. Like, "don't go on a Sunday afternoon unless you enjoy stress" busy.
Interestingly, while other Kroger locations in metro Atlanta—like the ones on Morosgo Way or Memorial Drive—have faced closures or "streamlining" in the last year, the Freedom Parkway location remains one of the highest-performing stores in the district. It turns out that being located at the intersection of a major parkway, a world-class trail, and a historic corridor is a pretty good business strategy.
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Beyond the Grocery Aisles
What most people get wrong is thinking this store is only for the residents of the lofts above. It actually serves a massive cross-section of the city. You have commuters coming off Freedom Parkway from I-75/85, tourists wandering over from the Masquerade’s new locations, and students from GSU.
It’s a weird, beautiful mix.
One thing to watch out for is the traffic flow. The intersection of Ponce and Freedom Parkway is notorious for a reason. If you're driving, try to enter from the back way via North Avenue if you can. It’ll save you ten minutes of staring at a red light while pedestrians cross the BeltLine entrance.
The Verdict on the Rebrand
Is it still "Murder Kroger"? To the internet and the old guard, yes. But to the thousands of people who use it every day, it’s just "the Kroger." It has successfully transitioned from a symbol of urban decay into a symbol of urban revitalization, even if it had to be literally torn down and rebuilt to do it.
Next Steps for Your Visit:
- Check the App: This store uses the "Kroger Pay" system heavily. Download the app before you go because cell service can be spotty in the underground parking deck.
- Time Your Trip: Avoid the 5:00 PM to 7:00 PM rush. The BeltLine traffic combined with the grocery rush is a nightmare. Aim for Tuesday or Wednesday mornings.
- Use the Porch: If you’re meeting someone, don't meet "inside." Meet at the Starbucks porch overlooking the park. It's the easiest landmark to find.
- Validate Parking: Don't forget to scan your ticket inside. The days of free, open-air parking at this location are long gone.