Food Lion Launches New Brand Strategy

Food Lion launched its new brand strategy in 268 stores in Virginia, West Virginia and North Carolina. These markets are the first stores in 2012 to unveil the new strategy, which is based on customer feedback and continues to position the company for future success. “We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores,” said Cathy Green Burns, president of Food Lion. “As part of our new strategy, we are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing fresh produce. We believe our new brand strategy enables us to better serve our customers in these markets. The company launched the new brand strategy in cities across the states of Virginia and West Virginia, including stores in the greater markets of Richmond, Va.; Roanoke, Va.; Norfolk, Va.; Charlottesville, Va.; Harrisonburg, Va.; Charleston, W. Va.; and Bluefield, W. Va., along with several stores in the Outer Banks of North Carolina. The company also remodeled 20 stores, including 18 locations in Virginia and two locations in North Carolina. In addition, as previously announced in January, the company transitioned eight Bloom and six Bottom Dollar Food stores in these markets to Food Lion stores today. A full list of stores may be viewed at www.foodlion.com/corporate/pressroom. The new brand strategy first launched in the Raleigh and Fayetteville, N.C., markets, as well as Chattanooga, Tenn., in May 2011. “We are very pleased with the reaction from our customers since we began rolling out our new brand strategy last year,” Green Burns added. “We look forward to winning new customers and continuing to serve our existing customers with enhanced Food Lion stores, and bringing the strategy to life in additional locations across our footprint later this year.” In January, the company announced plans to accelerate the rollout of the strategy to an additional 600 to 700 stores by the end of 2012. Today’s 268 locations are the first step in delivering the new brand strategy to additional customers since this announcement. Food Lion expects to be substantially complete with the implementation of its new strategy by year-end.