INDIANAPOLIS — Marsh Supermarkets here said that it would rebanner six store locations in Muncie, Ind., under its MainStreet Markets banner on Thursday. The business rationale for MainStreet Markets is based on an increasing need to better position many of Marsh's smaller and more traditional facilities with offerings and services consistent with consumer preferences in these store's trading areas, the company said.
Marsh said the move to introduce the MainStreet Market name represents a "refinement" of a two-banner strategy it began in 2006 when stores were rebranded under the Marsh Hometown Markets or Marsh the Marketplace banners.
"Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so," Frank Lazaran, Marsh chief executive officer and president, said in a statement. "Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores."