Winn-Dixie switches banner to Harveys in low-cost format test

In a move officials hope can provide an appropriate format for conventional stores serving lower-income neighborhoods, Southeastern Grocers this morning is putting a new face on a conventional Winn-Dixie store.

Southeastern closed a Winn-Dixie store on the Northwest side of Jacksonville, Fla. early Tuesday evening and converted the location overnight to Harveys, Southeastern's brand of small, value-focused stores located primarily in small rural communities.

Officials told SN the move includes resetting the decor, and adjusting the product offering and pricing to better serve neighborhood shoppers. More than 20% of the products are new to the store, including a selection of more than 1,500 of Southeastern's Southern Home private brand items.

“It became clear that this neighborhood was in need of a new and different offering from us," Ian McLeod, Southeastern's CEO, said in a statement. "This new Harveys Supermarket offers a wide range of items our customers have asked for as well as better value on the products they purchase most.”

Other new features include pricing more than 750 popular products “Low and Staying Low,” easily found in store with a distinctive bright yellow thumbs-up sign; a new $1 Zone, with a selection of more than 650 popular items priced at $1, including beverages, canned goods, cleaners, meals, foil trays, baby and health items.

The store also offers a bigger meat department with new smoked meats and value meat selections including expanded pork and poultry options; "Pick 5" fresh and frozen meats for $19.95, which the company said averages a 25% discount; a refreshed produce department with great quality produce from local farmers, such as The Greens King, and their popular chopped collard greens from the Maxville and Starke areas.

Local products such Jerome Brown BBQ Sauce, Minorcan Datil Pepper Mustard and No Name Sauce have been added, and an expanded health and beauty care section with more than 250 new products providing a selection our customers have asked for.

An in-store café offers a new wing bar and fried fish offerings.

Southeastern said all Winn-Dixie store associates are remaining at the store, and that the Winn-Dixie rewards and fuelperks! programs are still valid for all participating customers.

Southeastern acquired the Harveys brand from Delhaize Group in 2013.

The converted store is about 15 miles from the recently reopened "Baymeadows" Winn-Dixie store targeting wealthier shoppers.