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    Food Lion Adopts ‘Easy, Fresh and Affordable’ Strategy

    Chain also introduces updated logo

    By Bridget Goldschmidt, Stagnito Business Information

    Food Lion has unveiled its new chain-wide strategy: "Easy, Fresh and Affordable ... You Can Count on Food Lion Every Day!" The rollout marks the start of a multiyear initiative to simplify shopping for Food Lion customers while keeping prices affordable.

    "Our customers have told us that they want a grocery experience where it’s easy to shop, easy to save and easy to figure out what is for dinner tonight," noted Beth Newlands Campbell, president of Salisbury, N.C.-based Food Lion. "Based on their feedback, and continuing to build on Food Lion's longstanding heritage of low prices and convenient locations, we will work to own the easiest full-shop experience in the Southeast, anchored by a strong commitment to freshness, affordability and the communities we serve."

    By the end of June, the company will have completed the first phase of strategy implementation by putting its more than 63,000 associates through new customer-centric training.

    "For our customers to trust us, they need to be able to go into any Food Lion store and have a consistently great experience," explained Campbell. "This is why our efforts to improve customer service and ensure our products are always fresh are so important. We want our customers to know that they can count on their local Food Lion team to meet their needs and serve their local community."

    Other elements of the strategy include store remodels launching in 29 Wilmington, N.C.-area stores in the third quarter of 2014; an expanded product variety based on consumer research; and new blue bags for cold and frozen items to make them easily identifiable and make unpacking groceries easy for customers at home, especially during warm weather.

    Food Lion's New Logo

    Another change involves Food Lion’s new logo (pictured), which has launched across the grocer's 10-state footprint in television advertising, weekly ad flier and website, and will be featured in the upcoming store remodels. According to the company, the modernized logo maintains "the history and heritage of the lion and the 'Food Lion blue.'"

    "With our new logo, we have an opportunity to show our customers that we’re fresh, while remaining true to our legacy of low prices," said Campbell. "Beginning later this year, we'll also bring our customers items in our stores that are consistent with the logo on the front, as we deliver new Food Lion store brand products that will help our customers save."

    Food Lion is a company of Delhaize America, the U.S. division of Brussels-based Delhaize Group.

    By Bridget Goldschmidt, Stagnito Business Information
    • About Bridget Goldschmidt In addition to serving as Progressive Grocer’s Managing Editor, Bridget writes many print and digital features encompassing a range of grocery and fresh categories across the store. Bridget also enjoys on-site reporting assignments at such key industry events as the New York Fancy Food Show and the International Boston Seafood Show, in addition to visiting stores for PG’s prestigious Store of the Month feature. In her years with the magazine, she has developed into a knowledgeable voice on grocery industry trends, sought by such distinguished publications as The New York Times.

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