Food Lion announced a rebranding campaign Wednesday in a push to update its look and reclaim shoppers with an "easy, fresh and affordable" strategy.
The Salisbury, North Carolina-based grocery store chain unveiled a new store logo and will continue updating store designs and assortments in certain markets to make grocery shopping easier and more convenient.
"Our customers have told us that they want a grocery experience where it's easy to shop, easy to save and easy to figure out what is for dinner tonight. Based on their feedback, we will work to own the easiest full shop experience in the Southeast," said Beth Newlands Campbell, president of Food Lion.
The new store upgrades and rebranding are the result of a successful test of Food Lion's improvement project which launched in November. The project was rolled out to 169 stores in Southeastern markets such as Charleston and Wilmington, North Carolina. These store locations received additional training for associates and new coupon kiosks called MVP Savings Centers. Food Lion also slashed prices on 6,000 items at these stores.
In addition to upgrading in-store features and pricing, Food Lion will also begin carrying more varieties of items better tailored to each market. The company is expanding store brands and adding more items in popular areas. To make room, the company has reduced the selection of some nonfood items. For example, Food Lion will carry fewer automotive products and home air filters.
All of the chain's roughly 1,100 stores will receive the new store and assortment upgrades over time. The company will start with Wilmington, North Carolina's 29 Food Lion stores, which will be updated by September.
Food Lion, owned by Belgian grocery company Delhaize, has introduced a few efforts in the past six months to improve its image after closing 126 stores in 2012.
Delhaize also recently sold smaller grocery store brands, including Harveys, Sweet Bay and Reid's, to Food Lion's rival, Bi-Lo.
-See this Food Lion press release
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