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SALISBURY, N.C. -- Delhaize Group subsidiary Food Lion LLC said yesterday that it's gearing up to open 14 of its new no-frills Bottom Dollar Food stores by summer's end in the Washington, D.C., area. The stores will be remodels of existing Food Lion units.
The first three stores will open in June, serving Fredericksburg, Va. Eight more stores are slated for July in Woodbridge, Alexandria, and Dumfries, Va.; and Frederick, Laurel, and Gaithersburg, Md. In August another three stores will be opening in Sterling, Manassas, and Chantilly, Va.
Bottom Dollar Food stores debuted in High Point, N.C. in September 2005, and North Carolina now has three other locations.
Food Lion designed the discount grocery model with a limited selection of the most popular national brands and private label products, as well as fresh produce and quality meats at discount prices. The stores also use no-frills fixtures and alternative display and stocking techniques that are more efficient and cost-effective, such as cut cases on shelves, pallets, and dump bins. Customers bag their own groceries.
"Through research, we found shoppers want to get the most for their grocery dollars through a price, quality, and selection equation," said Bottom Dollar food director Tom Anderson in a statement. "Bottom Dollar Food offers this by giving customers a grocery experience that offers a variety of brand name products at discount prices."
Anderson noted that the first four stores have received a positive response. "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 we differ from other discounters is that we have in-store butchers to assist customers with choice cuts," said Anderson. “We also will offer a localized assortment. We want to make sure we address the need for Hispanic, Asian, and other regional items that might interest customers."
Bottom Dollar Food stores employ a color scheme of bright orange and lime green, and store employees wear uniforms in the same colors. There's a light-hearted atmosphere, with humorous signs throughout the store that read, "Food prices that kick bottom" and "Watch your step...you might trip on the low prices."
In the center of each store is the "Bottom Bargains," section, where customers can find hot deals on market overruns, seasonal items, or special offerings on a while-supplies-last basis.
Best prices are guaranteed to members through a membership card program. The lifetime membership is only $5, which is offset by a $5 coupon for customers to use at their next visit.
In other Food Lion news, Duke Children's Hospital & Health Center National Board of Advisors said yesterday it would select Rick Anicetti, president and c.e.o. of Food Lion, to join the board, effective at a meeting today.
Anicetti will serve on Duke Children's National Board of Advisors from May 2006 until October 2008. As ambassador and advocate of the hospital, he will travel to various events during his term spreading the message of Duke Children's Hospital & Health Center.