Food Lion Expands Rebranding Effort

SALISBURY, N.C. — Food Lion on Wednesday is scheduled to launch the third phase of its rebranding, bringing lower prices and improvements in service to 269 stores in North Carolina and South Carolina, including stores near its headquarters here.

Officials said the launch represents “a pivotal turning point” for Food Lion, which upon the reopenings will have completed rebranding at more 700 stores, or more than 60% of its fleet.

More on the rebranding effort [2]

Debuting last year in the Raleigh, N.C., Fayetteville, N.C. and Chattanooga, Tenn., markets, Food Lion’s new branding includes lower everyday retail prices on staple items, a larger emphasis on private brands, and improvements in produce quality and variety and in store service. The strategy was based on customer feedback. Earlier this year, Food Lion premiered the strategy at 268 stores in Virginia, West Virginia and Coastal North Carolina.

Stores in Wednesday’s launch include all Food Lion stores in the greater markets of Salisbury, Charlotte, Greensboro, High Point, Winston-Salem, Hickory, and Asheville, N.C.; as well as Rock Hill, Greenville, and Spartanburg, S.C. Food Lion will also debut 28 remodeled stores in the new branding area Wednesday.

“We are very pleased with the reaction from our customers since we introduced our new brand strategy,” Cathy Green Burns, president of Food Lion, said in a statement. “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.”