OKLAHOMA CITY -- Fleming Cos. here said last week it has converted its 23 SuperSaver stores in the Milwaukee area to the Sentry Supermarkets banner to strengthen overall operations.
Prior to the change, Sentry operated 52 stores in Wisconsin, including 13 corporate units and 39 franchised locations. All 23 former SuperSavers are corporate-owned.
Fleming introduced SuperSaver as a price-driven format in 1992 when it converted 13 Sentry stores; over the years, however, the stores became more promotions-oriented, similar to the Sentry units, a company spokesman told SN.
Along with the conversion of store banners, Sentry is introducing new marketing programs, the company said, including a satisfaction-guarantee program under the slogan, "It's Fresh or It's Free," plus a new loyalty card -- called EZ Save -- although all locations will continue to honor Sentry and SuperSaver cards.
In addition, fresh meats will carry the new "Prestige Gold" label, and produce departments will feature "Nature's Finest" on selected branded items, the spokesman said.