The infusion of capital included the remodeling of its 63 stores in the area, the hiring nearly 2,000 additional associates to better serve customers, and the donation of two mobile food trucks to area food banks.
“Roanoke is very special to Food Lion,” Food Lion president Meg Ham said in a statement. “We’ve been part of the fabric of this community for 40 years opening our first store in Martinsville, Va. A lot has changed since we opened our first store in this market. We’ve created a new grocery shopping experience through the significant investments in our stores, customers, associates and communities. From our expanded variety and product assortment, newly reorganized stores, new signage to a more efficient check-out experience, every change we’ve made will make it easier for our customers to find fresh, quality products at affordable prices every day.”
Ribbon cutting ceremonies were held at 7:45 a.m. ribbon-cutting ceremony. As part of the celebration, the first 100 customers in line received a free thermal tote bag and “mystery gift card” valued at between $10 and $250.
Among the changes customers will see:
- Expanded variety and assortment across departments relevant to our customers in each store, such as more locally produced items in our “Local Goodness” section, an expanded variety of craft beer, limited reserve wines, and more natural, organic and gluten-free items;
- An abundant selection of fresh produce and meat backed by Food Lion’s double-your-money-back guarantee and a selection of Nature’s Place beef and other items:
- Select stores will also offer hand-battered chicken, in-store cut fruit and vegetables;
- A greater selection of easy and affordable complete meals for families and a wider variety of grab-and-go items and pre-sliced deli meats and cheeses, which are sliced fresh daily and available for customers to pick up without waiting in line.
- Fully-remodeled stores featuring new signage and groupings of like products, to make it easier to locate items faster;
- A more efficient checkout process, making it easier to get in, out, and on your-way;
- Improved quality and freshness of products throughout the store;
- Low prices on thousands of items across all departments;
Thirteen of the 63 stores also feature walk-in garden coolers designed to keep produce fresher longer. “We not only invested in our stores, we also invested in promoting great associates and hiring promising new talent,” added Ham. “It’s also why, as part of our grand re-opening celebrations, we’re partnering with the Feeding America of Southwest Virginia and the Blue Ridge Area Food Bank to help end hunger in the towns and cities we serve. We will donate two new mobile food trucks to both food banks so they can nourish hungry families with fresh items. Giving back to our communities is something we’re just as passionate about as serving our customers every day in our stores.”
With the completion of this market, Food Lion has remodeled 712 of its 1,030 stores in the last four years.