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Food Lion rebrands in Carolinas
Supermarket chain unveils new strategy
 
Published Thursday, July 19, 2012 1:23 am
by Herbert L. White

Food Lion is rolling out a new brand strategy for stores in the Carolinas.

The Salisbury-based supermarket chain launched changes at 269 stores on Wednesday with a series of promotions, including a free bag of groceries to the first 50 customers at each store through July 21. It’s also donating $30,000 in food to local charities, including $10,000 to Second Harvest Food Bank in Charlotte.

“Today’s launch is a pivotal turning point for our company as we have implemented our new strategy in more than 700 stores,” Food Lion President Cathy Green Burns said. “We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores.”

As part of Food Lion’s strategy, the chain is dropping prices on 6,000 items including the My Essentials value brand and speeding checkout times. Twenty-eight stores have been remodeled.

“We are very pleased with the reaction from our customers since we introduced our new brand strategy,” Green burns said. “During the past year, we have continued to refine the strategy based on additional customer feedback and have made new enhancements for our customers. We look forward to winning new customers and continuing to serve our existing customers with enhanced Food Lion stores in our home markets.”

The brand strategy affects more than 700 of Food Lion’s 1,100 stores in 10 mid-Atlantic and southeastern states. The campaign started last year in Raleigh, Fayetteville and Chattanooga, Tenn. Stores on the Outer Banks, Virginia and West Virginia were targeted for rebranding in March.

On the Net:

www.foodlion.com

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