The chain has seven stores: six in Metro Vancouver, including one rice bakery, and one location in Kelowna. Choices was founded in December 1990 by brothers Wayne and Lloyd Lockhart. The owners emphasize that the store caters to a range of diets, including Gluten free, vegetarian and vegan. Lockhart cites this is a guiding principle for the chain: "It's all about providing choice.".
The company has relied on various techniques aimed at increasing customer loyalty in order to compete with larger chains in the area, such as providing customers with loyalty cards and providing an in-house nutritionist to help advise customers.