INDIANAPOLIS — Marsh Supermarkets here said it has renamed three of its stores in Lebanon, Franklin and Wabash, Ind., as MainStreet Markets.
The company, acquired from the Marsh family in 2006 by Boca Raton, Fla.-based Sun Capital, previously had rebannered many of its smaller, traditional stores as Marsh Hometown Markets and its larger locations as Marsh the Marketplace. The stores being converted to MainStreet Markets are smaller, traditional locations.
"Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so," said Frank Lazaran, Marsh's chairman, president and chief executive officer, in a prepared statement.
The new name will allow a more customized marketing approach for the stores, he added.
Marsh is also rolling out a MainStreet Rewards Card, which offers extra discounts for seniors and mothers through the Senior Savings Club and MainStreet Moms programs.
Other conversions will be considered on a market-by-market basis, the company said in local press reports.