Food Lion launches ‘Easy, fresh, affordable’ strategy

Food Lion on Wednesday formally announced plans to adopt the “easy, fresh and affordable” strategy chainwide, and unveiled an updated logo to signal the coming changes.

As reported previously in SN, Food Lion is undertaking the change in an effort to win more of its shoppers’ overall food spend, and build upon sales momentum resulting from recently completed round of price and service investments.

Food Lion's new logo

The Saisbury, N.C.-based chain, a division of Begian retailer Delhaize, also identified 29 stores in the Wilmington, N.C., area where renovations are underway that will transform them after a concept store in Concord, N.C., that opened late last year. That store debuted a new checkout area, a “garden cooler” for fresh produce and other changes. Delhaize officials have said that 77 renovations would be completed this year.

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The stores in Wilmington will be among the first to display a Food Lion logo that has been updated to signal “a more modern look” Food Lion president Beth Newlands Campbell said. The logo will go onto a line of private-label groceries to be rolled out later this year.

"With our new logo, we have an opportunity to show our customers that we're fresh, while remaining true to our legacy of low prices," Newlands Campbell said in a statement. "Beginning later this year, we'll also bring our customers items in our stores that are consistent with the logo on the front, as we deliver new Food Lion store brand products that will help our customers save."

Other elements of the new strategy are already underway, including an associate training program to be completed next month. The initiative is based on improved convenience, product quality and prices, supported by consumer-centric positioning and associate training.

"For our customers to trust us, they need to be able to go into any Food Lion store and have a consistently great experience," Newlands Campbell said. “This is why our efforts to improve customer service and ensure our products are always fresh are so important. We want our customers to know that they can count on their local Food Lion team to meet their needs and serve their local community.”

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