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Food Lion Revamps Va. Stores 2011-10-31

SALISBURY, N.C. A market-wide renovation of Food Lion stores in southern Virginia unveiled last week stopped short of the so-called brand reinforcement that Food Lion unveiled in two other markets earlier this year. The renovations at 25 stores in the Danville and Lynchburg markets in Virginia offer shoppers there an improved shopping atmosphere and expanded product selections, officials said. The

Jon Springer, Executive Editor

October 31, 2011

1 Min Read
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JON SPRINGER

SALISBURY, N.C. — A market-wide renovation of Food Lion stores in southern Virginia unveiled last week stopped short of the so-called “brand reinforcement” that Food Lion unveiled in two other markets earlier this year.

The renovations at 25 stores in the Danville and Lynchburg markets in Virginia offer shoppers there an improved shopping atmosphere and expanded product selections, officials said. The changes, however, do not replicate the major adjustments in service and pricing Food Lion unveiled in the Raleigh, N.C., and Chattanooga, Tenn., markets in May.

A Food Lion spokeswoman told SN last week that the company would evaluate the Raleigh and Chattanooga stores at the end of the year before deciding on a course for a further rollout of their new brand profile, which emphasizes sharply lower prices, and more emphasis on store presentation and service. Officials in an earnings conference call in August said stores in the pilot markets have realized higher transaction counts and average basket sizes than the rest of the chain since the change.

Danville and Lynchburg stores received the standard renovations that Food Lion has been doing for several years now. The company began construction on the stores in March.

“This is an exciting time for Food Lion and our customers, as we celebrate a fresh, new look, a greater selection of products and a renewed focus on service,” said Larry Cassels, director of operations for Food Lion's northeastern region, said in a statement. “We are enhancing our customers' shopping experience through a more inviting interior design, and we have also expanded our fresh departments, including produce, meats and deli/bakery.” The stores also have new customer-service areas and faster checkout, he added.

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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