Food Lion said Tuesday that it has completed the rollout of its “Easy Fresh and Affordable” branding campaign to its 162 stores in the Raleigh, N.C., market.
The changes represent a $250 million investment which includes store remodels, price investments and training associates, the Salisbury, N.C.-based division of Delhaize said.
Stores on Wednesday will celebrate grand reopenings showcasing what officials called a more customer-centric approach to retailing, with lower everyday prices and specials making it easier for shoppers to save money; improvements in quality, particularly in fresh departments; and a new focus on customer service.
Delhaize piloted the initiative in stores in Wilmington, N.C. earlier this year.
As part of the celebration festivities on Oct. 14, the company will give away free groceries to the first 100 customers at each location in the greater Raleigh market. The company also announced it has donated a mobile food pantry, valued at over $100,000, to the Food Bank of Central & Eastern North Carolina. The innovative vehicle will bring food to places where there is a need throughout the 34 counties served by the food bank, whether it's a school, disaster location or community without access to fresh, healthy food.
"With every change we made in our stores, we had our customers at the forefront with a key focus on how can we better connect with those we serve to make their life a little easier and a little better," Meg Ham, president of Food Lion, said in a statement. "That's why we not only invested in the stores, but invested in promoting the great associates we already had at Food Lion and in new talent by redoubling our hiring efforts this year. It's also why, as part of the launch of our new stores, we're partnering with the food bank in a big and lasting way to help this important organization expand its efforts to end hunger in a significant portion of the state. Giving back to our communities is something that we're just as passionate about as serving our customers every day in our stores."
"Food Lion has been a tremendous partner for our food bank and without their support, we would not be able to serve the thousands of clients we feed each year," said Peter Werbicki, president and CEO, Food Bank of Central and Eastern North Carolina. "We're very excited about this innovative mobile pantry, which will enable our agency to deliver food into areas in the Raleigh market traditionally underserved by feeding agencies. We can always count on Food Lion to meet our needs to help end the fight of hunger in communities. Their associates are extremely passionate about helping to eliminate hunger and we appreciate all they do, whether its daily donations from their stores, volunteering at various events, or making a significant investment in our community that would not have been possible without this donation."
The mobile pantry donation is part of the grocer's commitment to provide 500 million meals to individuals and families in need by the end of 2020.
Food Lion said Raleigh stores have expanded product selections by adding thousands of new items and lowering prices throughout the store. The new assortment of products includes an abundant selection of fresh meat and produce backed by Food Lion's promise of quality and freshness guaranteed always, a dedicated gluten-free section, a growing selection of Nature's Place beef, pork and poultry items free from unwanted ingredients and a new Taste of Inspirations premium line of deli meats and cheeses.
Food Lion has also added easy and affordable meals for families, including weekend deals from Friday to Sunday and hot meals with sides available seven days a week. The grocer now has a wider variety of grab-and-go items and pre-sliced deli meats and cheeses, which are sliced fresh daily and available for customers to pick up without waiting in line.
Food Lion also made savings easier with lower prices, new easy-to-follow signage and Three Easy Ways to Save:
- Hot Sale: Food Lion's top weekly MVP specials, and the best prices throughout the store, only available with an MVP card.
- WOW: Lower prices on thousands of items that matter most to our customers, offered for longer periods of time.
- Low Price: Essential items throughout the store, priced affordably every day.
Knowing customers want to get in and out of the store quickly, Food Lion made checkout faster with improved technology, larger display screens so customers can see items and prices as they are scanned and additional associates available to assist and meet the needs of customers.
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