WILLIAMSVILLE, N.Y. — Tops Friendly Markets  here said Thursday it plans to open a 52,000-square-foot replacement store in Irondequoit, N.Y., part of a $13 million investment in the Rochester region.
“The Rochester area and Monroe County are a very important part of our overall corporate strategy,” said Frank Curci, president and chief executive officer, Tops. “Including current projects and those completed over the past three years, we are investing $21.3 million in our Rochester area stores to make for a better shopping experience for our customers.”
The Rochester market is also home to one of Tops' main rivals in western New York, Wegmans Food Markets , wich has about half the market share there, according to Metro Market Studies. Wal-Mart Stores  and Tops are far behind at No. 2 and 3, with shares in the mid-teens.
The new 52,000-square-foot Irondequoit store, featuring the company's new prototype design, is scheduled to open in spring 2014. Curci described the layout as “more efficient,” with a better utilization of space as well as having a new, modern look and feel. The new layout will allow for better display of products, especially in the store’s fresh departments, including meat, seafood, bakery and produce. The store will also boast a fueling station.
Curci also discussed plans for investing in other Monroe County Tops locations:
• A new 55,000-square-foot store at Frontier Commons Plaza will replace the company’s current store on Jefferson Road. The store will also boast the company’s new-store prototype as well as a fueling station. Both the Irondequoit and Henrietta stores will remain open during the transition and all Tops associates will transition to the new stores.
Read more: Tops Converts 12 More Grand Unions 
• The Tops location on Clinton Avenue in Brighton is currently undergoing a major remodel and expansion including major interior renovations, a new parking lot, store front and landscaping, to be completed by the end of 2013.
• Tops’ Perinton store located at Pittsford/Palmyra Road will add a fuel station; construction will begin in the next several weeks.
• Curci announced that the Penfield Tops located at 1601 Penfield Road will undergo a $1 million renovation that will be complete in 2014.
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