Southern Family Debuts Discount Banner 2011-03-01

MARK HAMSTRA

ATHENS, Ga. — Southern Family Markets said it would debut a new "extreme value" discount banner here Wednesday called Buy 4 Less Discount Foods.

The store, a converted Piggly Wiggly measuring about 31,000 square feet, will focus on bonus packs and bulk items, with specials such as "Truckload Meat Deals" packaging large quantities of meats together in offerings ranging from 20 to 238 pounds.

The Buy 4 Less store will have a service bakery and deli department, and will employ 19 full-time workers. The stores will also feature the Best Yet and Value Time private labels, although a spokeswoman for the chain told SN the store will have a typical ratio of branded and private-label goods.

Southern Family Markets, part of the retail holdings of C&S Wholesale Grocers, Keene, N.H., also operates stores under the Bruno's, Food World, Southern Family Markets and Piggly Wiggly banners in the Southeast.

The spokeswoman said there are "no plans yet" for additional locations. "The company would first like to see how customers respond to this new model," she said.

"This is the first store of its kind within our banners and we're very excited about that," said Max Henderson, president of Southern Family Markets, in a prepared statement. "There is no doubt our customers are looking for greater value on groceries during these economic times. Buy 4 Less is all about providing more ways to save — we wanted to make a change that was impactful for the consumer with low, low everyday prices and top quality products."