Food Lion Revamps Va. Stores 2011-10-31

JON SPRINGER

SALISBURY, N.C. — A market-wide renovation of Food Lion stores in southern Virginia unveiled last week stopped short of the so-called “brand reinforcement” that Food Lion unveiled in two other markets earlier this year.

The renovations at 25 stores in the Danville and Lynchburg markets in Virginia offer shoppers there an improved shopping atmosphere and expanded product selections, officials said. The changes, however, do not replicate the major adjustments in service and pricing Food Lion unveiled in the Raleigh, N.C., and Chattanooga, Tenn., markets in May.

A Food Lion spokeswoman told SN last week that the company would evaluate the Raleigh and Chattanooga stores at the end of the year before deciding on a course for a further rollout of their new brand profile, which emphasizes sharply lower prices, and more emphasis on store presentation and service. Officials in an earnings conference call in August said stores in the pilot markets have realized higher transaction counts and average basket sizes than the rest of the chain since the change.

Danville and Lynchburg stores received the standard renovations that Food Lion has been doing for several years now. The company began construction on the stores in March.

“This is an exciting time for Food Lion and our customers, as we celebrate a fresh, new look, a greater selection of products and a renewed focus on service,” said Larry Cassels, director of operations for Food Lion's northeastern region, said in a statement. “We are enhancing our customers' shopping experience through a more inviting interior design, and we have also expanded our fresh departments, including produce, meats and deli/bakery.” The stores also have new customer-service areas and faster checkout, he added.