[laughter] >> the grocery spot is the brainchild of local hipster matthew jones. art, a d.j., and a line around the block, i knew i would have to blended with these atlanta scenesters to get past the bouncer. but once i got inside, i was surprised to find just a regular store. >> i don't get it, it's just people buying groceries. >> just pretend you get it. >> just pretend i get it for camera. as you can see behind me, there is no explanation needed. this place is popular for obvious reasons, and if you don't get it, you are [bleep] dumb. >> but then i noticed something odd, people were taking food and walking out without paying. so after stuffing a few essentials into my pockets, i went to warn the owner. >> you got to do an "undercover boss" here, man, like, people are walking out with their food. she just took a dollar and the guy had a full bag of food. >> yeah, that's how it works here. they don't even have to give a dollar. it's all free. >> what? >> the business model is to feed people for free. >> wow. >> atlanta's only free, sustainable grocery store, we