Price Rite ramps up store rebranding program

Wakefern Food Corp.’s Price Rite Marketplace has begun its biggest round of store upgrades thus far under a rebranding initiative launched last fall.

The value grocery chain said Tuesday that this week it will open the first of 17 stores in Connecticut, Massachusetts, New York and Pennsylvania being updated to its new look and enhanced shopping experience. The project includes store redesigns, expanded fresh and private label offerings, and more price savings.

Plans call for five rebranded Price Rite stores in Connecticut to hold grand reopenings on Aug. 2, with reopening events continuing through October at the other dozen stores in Massachusetts, Pennsylvania and New York.

Price Rite started the rebranding program with reopenings in early October at stores in Bethlehem, Allentown and Secane, Pa. That was followed by the debut of upgraded stores in Cromwell, New Britain, West Hartford, Wethersfield and Windsor, Conn., in late March.

The retailer said it aims to rebrand the rest of its stores during 2020. Overall, the chain has 64 stores in Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Maryland and Virginia.

“Our customers have really embraced the new marketplace feel, focus on fresh foods and amazing deals at the rebranded stores,” Price Rite Marketplace President Jim Dorey said in a statement. “We are excited to bring this new streamlined shopping experience to 17 more stores across four states this fall.”

Related:Price Rite brings upgraded format to Connecticut

Price Rite shoppers will see a revamped layout and brighter decor, including a farmer’s market-style produce department with new LED lighting, vibrant color palettes, clear signage, a new bakery department with a dessert case called “The Sweet Spot” and new self-service checkouts.

Price Rite's Drop Zone will showcase special deals, surprise buys and “must-have” products priced at $5 or less.

A new destination dubbed the “Drop Zone” will showcase special deals, surprise buys and “must-have” products typically priced at $5 or less, Price Rite said. Other new savings include lower everyday prices on hundreds of items storewide plus weekly deals on favorite items highlighted by “Spot on Savings!” and “Amazing Value!” signs and bright red spots throughout the aisles.

Upgraded stores also will serve up a broader selection of Wholesome Pantry natural and organic products, including free-from and gluten-free items. There’s also a double-your-money-back guarantee on Price Rite Marketplace brand products and high-quality meat offerings, with brands such as Certified Angus Beef, Perdue’s No Antibiotics Ever Chicken, Wholesome Pantry organic chicken and Oasis Halal, part of the highlighted “Fresh New Finds!” at the rebranded stores.

Related:With new look, Price Rite reimagines shopping experience