Progressive Grocer - January/February 2010 - (Page 68)

Food Li By Bob Gatty Renewed The stalwart supermarket chain recharges itself with multiple banners aimed at consumer clusters. n: I t’s fair to say that Food Lion, LLC, the 1,300-store supermarket chain in the southeastern United States, is nothing like it used to be. What was once a chain that appealed to price-conscious consumers and few others has been transformed in the past four years into a company that’s determined to respond to the specific traits that drive its customers — whether they’re intent on saving every penny possible or shopping in an upscale atmosphere — with its own fun and unique culture. That transformation has seen the Salisbury, N.C.-based Delhaize division evolve from the former one-size-fits-all format of the old Food Lion stores, where every unit was virtually the same, to four distinct brands, each with its own personality and brand characteristics: Bloom, Food Lion, Harveys and Bottom Dollar Food. Today’s Food Lion includes Bloom, aimed at upscale shoppers; Food Lion, for more middle-of-the-road consumers; Bottom Dollar Food, for budget-conscious grocery buyers; and Harveys, a Georgia regional chain acquired by Delhaize Group in 2003, for those who prefer a hometown, neighborhood shopping experience. Organizing its store base into a number of individual “clusters” with specific characteristics is at the heart of Food Lion’s efforts to achieve that objective, Cathy Green, Food Lion’s COO, told the Snack Food Association’s 2009 SFA Management Workshop in Charlotte, N.C., in late September last year. The move was necessitated by changes in customer shopping behavior causing the grocery channel to decline from an 85 percent share of the market in 1998 to just 59 percent in 2008, while the dollar store share increased from 9 percent to 13 percent during that period, and supercenters jumped from 14 percent to 26 percent. Bloom’s TableTop section provides customers with a quick answer to “What’s for dinner tonight?” with a variety of fresh, restaurant-quality, grab-and-go meal solutions. • Progressive Grocer • January/February 2010 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - January/February 2010

Progressive Grocer - January/February 2010
Contents
Nielsen’s Shelf Stoppers/Spotlight
Progressive Grocer’s Outstanding Independents Awards: Independent Inspiration
Outstanding Regional Retailer: All Together Now
Outstanding Community-based Retailer: Sharing the Vision
Outstanding Independent Wholesaler:Values for Growth
Independents Report: A Lasting Legacy of Leadership and Inspiration
Fresh Perspectives: Spartan’s Fresh Outlook
Produce: Priced to Move
Refrigerated Meat: A Great (Meaty) Start
Frozen Seafood: Reel it In
Beverage Alcohol: Let it Pour
OTC Medications: Extended Flu Season
FutureTech: Going Mobile
Retail Profile: Food Lion: Renewed
GMA Director’s Note: Leading the Charge
Best Practices: A New Approach to Knowledge
Food Marketing Insights: Got Talent?
Upcoming Events: International Eats
What’s Next

Progressive Grocer - January/February 2010