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    Food Lion's Bottom Dollar Scales Down with New Prototype

    Shopper research leads the grocer to go smaller to match a tighter assortment

    Food Lion is "right-sizing" its Bottom Dollar Food discount concept with a new prototype unit opening today in Mooresville, N.C., about 40 minutes from Charlotte.

    The new 20,000 square foot store incorporates significant research and experience into the banner's redesign, Paul LaCroix, vp of Bottom Dollar Food told Progressive Grocer on Tuesday.
     
    "When we approached this project, we first wanted to right-size the store with our variety," LaCroix said. "That meant smaller. We were able to eliminate non-sales floor space and allow for efficient assortment based on the square footage. We carry an efficient variety of branded and store brand products that customers purchase most often. The smaller space also allows for a reduction of energy expense."

    A new register configuration, new shelving/racking for easier re-stocking, and a walk-in produce cooler on the sales floor round out the prototype's new features.

    "These things, along with a bright decor and lighthearted atmosphere, really come to life in our prototype," LaCroix noted.

    The Mooresville store is the first Bottom Dollar Food unit that is not a converted former Food Lion location. In this case, the company took over half the space of another shuttered grocery store for the prototype store.

    Asked whether the chain plans to add more new-concept stores to is existing portfolio of about 28 stores, LaCroix said, "We are excited about our future growth plans for Bottom Dollar Food. We are exploring our options and look forward to what's ahead."

    Bottom Dollar Food features produce and meat departments, as well as a dollar section. There is no deli/bakery service department, but prepackaged bakery and deli items are for sale.

    Food Lion LLC introduced the full-shop discount format in 2005.

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