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Giant Eagle to Fight ‘Dollar’ With ‘Cents’

PITTSBURGH — Giant Eagle will debut a new banner — Good Cents Grocery + More — at a discount store set to open next month here.

The store was initially thought to be opening under the Valu King banner, which Giant Eagle uses at seven discount stores it operates in Pennsylvania and Ohio, but a Giant Eagle spokesman told SN Wednesday that the new banner represents “an evolution” of the Valu King format. He said additional details of the change would be revealed when the store opens early next month.

Trademark records filed by Giant Eagle last month show the tag line “Real Fresh — Not Real Fancy.”

The store will be Giant Eagle’s first discount banner in Pittsburgh. It is also notable for locating alongside a Bottom Dollar Food discount store, which Delhaize opened earlier this year.

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