Referencing the Kroger on High might be more appropriate for this discussion. Their redesign and improvements (including zero-setback) have given them a very substantial increase in overall business since they opened as noted by management there. Read into that what you will, but it doesn't speak ill for having a design that fits better in to the urban landscape.
If you want to make 3rd an urban corridor, you'd have to propose zero-setback on the site (GY did zero-setback on the south edge of the property regarding goodale, so it's not without precedent).
I suppose they're going to want to add a new streetlight to third?