Inside This Issue - News
Food Lion repositions its brand
April 16th, 2012
SALISBURY, N.C. – Food Lion has extended its new brand strategy to 268 stores in Virginia, West Virginia and North Carolina and plans to add a total of 600 to 700 stores by the end of the year.
The brand repositioning, which involves lower prices on 6,000 items, revamped store brands and, in some cases, remodeled stores, was successfully piloted last year in the North Carolina markets of Raleigh and Fayetteville as well as Chattanooga, Tenn.
"We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores," said Cathy Green Burns, president of Food Lion. "As part of our new strategy, we are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing fresh produce."
The chain held grand opening festivities at all 268 stores, which are located in the Virginia markets of Richmond, Roanoke, Norfolk, Charlottesville and Harrisonburg; Charleston and Bluefield W. Va.; and several stores in the Outer Banks of North Carolina. Remodels were carried out in 20 stores, including 18 in Virginia and two in North Carolina. As was announced in January, the company also rebannered eight Bloom and six Bottom Dollar Food stores in those markets to Food Lion.
"We are very pleased with the reaction from our customers since we began rolling out our new brand strategy last year," said Green Burns. "We look forward to winning new customers and continuing to serve our existing customers with enhanced Food Lion stores and bringing the strategy to life in additional locations later this year."
When Food Lion parent company Delhaize Group issued its 2011 financial results last month, chief executive officer Pierre-Olivier Beckers pointed out that repositioned stores in Raleigh had recorded positive volume growth since their launch in May 2011.