Food Lion Launches New Brand Strategy in 268 Stores
03/28/2012 – Salisbury, N.C. (PRNewswire) – Food Lion launched today its new brand strategy in 268 stores in Virginia, West Virginia and North Carolina. These markets are the first stores in 2012 to unveil the new strategy, which is based on customer feedback and continues to position the company for future success.
The new brand strategy first launched in May, 2011 in the Chattanooga, Tennessee, Raleigh, and Fayetteville, North Carolina markets. Today, the company introduced its new brand strategy in cities across the states of Virginia, West Virginia as well as several stores in the Outer Banks of North Carolina. The company also remodeled 20 stores, including 18 locations in Virginia and two locations in North Carolina.
"We are very pleased with the reaction from our customers since we began rolling out our new brand strategy last year," said Food Lion President, Cathy 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 across our footprint later this year."
To celebrate the launch, Food Lion is holding grand opening festivities at all of the 268 stores, including providing the first 200 customers at each location a bag of free groceries today. In addition, the company plans to donate $50,000 in store brand food products to local charities, including $20,000 to Operation Homefront Hampton Roads, $10,000 to the Blue Ridge Area Food Bank, $10,000 to Feeding America Southwest Virginia and $10,000 to FeedMore.
Food Lion's new brand strategy offers lower prices on 6,000 items throughout the store and access to quality store brand products at lower prices, including the company's my essentials value tier, as well as fresh produce and an easy and convenient shopping experience.
In January, as part of overall strategic changes planned by Food Lion's parent company, Delhaize America, the company announced plans to accelerate the rollout of the strategy to an additional 600 to 700 stores by the end of 2012. Today's 268 locations are the first step in delivering the new brand strategy to additional customers since this announcement. Food Lion expects to be substantially complete with the implementation of its new strategy by year-end.
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