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SALISBURY, N.C. -- Food shoppers in the Washington, D.C. area have a new low-price option beginning today, as Food Lion unveils its newest retail brand, Bottom Dollar Food, to the market in Fredericksburg, Va.
The stores, the first three of 14 Food Lion stores to undergo a transformation to become Bottom Dollar Food, are full-shop discount grocery stores that deliver what Food Lion calls everyday best prices.
Eleven more stores are slated to open by summer's end, with locations in Woodbridge, Alexandria, Dumfries, Sterling, Manassas, and Chantilly, Va., as well as Frederick, Laurel, and Gaithersburg, Md., Food Lion confirmed yesterday.
As the manifestation of Food Lion's strategy to "redefine discount shopping," Bottom Dollar Food offers shoppers national brands and private-label products, in addition to fresh produce and quality meats at discount prices.
Bottom Dollar Food stores are decorated in a bright orange and lime green motif, with employees decked in uniforms to match. The stores exhibit a certain sense of self-deprecating humor, as in signs that read, "Food prices that kick bottom," and "Watch your step...you might trip on the low prices."
Bottom Dollar Food director Tom Anderson said the format's strategy relies on the retailer's ability "to streamline how we manage, order, stock, and display our inventory, because we have focused our selection of fresh food and groceries on the items customers most often choose. Changes such as no-frills fixtures, alternative display and stocking techniques, as well as having customers bag their own groceries, let us leverage these changes and pass savings on to customers."
Anderson added that consumer response to the other Bottom Dollar Food stores has been very good so far. "Customers love the concept, and they are pleased that our shelves have six times more products than your typical discount grocers," he said.
Another way Bottom Dollar Food differs from other discounters is that stores have butchers on site to assist customers with choosing meat cuts. In addition, the stores will offer a localized assortment to address the needs of Hispanics, Asians, and other segments.
The stores also encourage shoppers to join a membership card program in order to get the "best" prices. The lifetime membership to the program costs $5, which is offset by a $5 coupon new members can redeem at their next visit.
Bottom Dollar Food debuted in High Point, N.C., last September. Food Lion has sinced opened three more locations in the state.
Food Lion LLC is a subsidiary of Brussels-based Delhaize Group.