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    Stop & Shop, Giant 'Reinvigorating' Brand

    Changes range from a new logo to bigger prepared foods programs and a meal solutions strategy imported from Europe.

    The Stop & Shop Supermarket Co. and Giant-Landover next month reportedly will roll out changes to enliven their brands and boost sales.

    "We're trying to make sure that we keep up with what's important with moms and kids, and then make sure the proposition we offer meets her needs," Jim Dwyer, Stop & Shop e.v.p. of strategy and business development, told the Boston Herald.

    The new logo, which will employ brighter colors and a slightly different shape from the original, will function as "a way for us to make sure consumers receive the signal that we're improving our stores," noted Dwyer.

    Additionally, Stop & Shop's lineup of prepared foods will be considerably augmented over the next two to three months, and "will...offer value to customers," according to Dwyer. As the prepared food sections grow, the chain's store layout will undergo renovation to create more space. New decor colors and brighter, updated signage will also come into play.

    New food prepared food options could include single-serving desserts in the bakery and gluten- and wheat-free foods, Giant-Landover e.v.p. and g.m. Robin Michel told the Baltimore Sun.

    The chain is also currently testing a product line known as "Choose and Cook," consisting of fresh, color-coded food ingredients that can be combined into a meal for four in under a half-hour. The line is already available in the stores of Stop & Shop's fellow Ahold banners in Europe.

    Employees at both banners will soon be able to pick from shirts in either eggplant and yellow, with their own shoes and jeans, and managers will no longer be required to wear ties.

    The banners are also providing new 5 percent store discounts to employees and their families, with a further 5 percent off corporate and private label brands.

    "If you have happy employees, hopefully that translates into happy customers," noted Michel.

    The expanded technology implementation at Stop & Shop and Giant will result in self-service DeliVision kiosks and EasyShop scanners coming to more locations.

    Stop & Shop and Giant-Landover are over three-quarters finished with their price-cutting "Value Improvement Program," and Giant launched an initiative last fall to remodel or replace 100 stores in three years.

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