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As part of a strategic branding initiative, United Supermarkets’ parent company has changed its name to The United Family, which better reflects the Lubbock, Texas-based retailer’s multiple store brands and rich family history.
Company officials said the strategic name change is part of an initiative to help define, articulate and document the organization’s brand portfolio, which consists of four retail brands: United Supermarkets, Market Street, Amigos and United Express, along with its subsidiary operations, R.C. Taylor Distributing, Praters and Llano Logistics. The move further demonstrates a holistic representation of the company’s core values which are the bedrock on which The United Family has built its reputation over the past 97 years.
“This vital step of defining, documenting and evolving our brand strategies will help ensure the entire company understands what each of our brands stands for,” explained Monica Schierbaum, United Family senior marketing director and corporate leader of the branding initiative. “Our goal is to create more distinct and consistent brand identities so we stay relevant to current and future guests.”
Schierbaum continued: “The clearer we are about who we are and what we offer, the better we can stand apart from other grocery retailers. The brand work and the resulting changes are currently being rolled out in all our markets throughout Texas. ”
The first visible signs of the brand initiative are the newly redesigned logos. Market Street was introduced at the Jan. 9 opening of its new location in Lubbock. A new logo for the United Supermarkets banner was introduced at the company’s Snyder location in early August. New logos for Amigos and United Express will be rolled out in the coming months.
“Our business has become more and more competitive, with new stores and formats offering very compelling alternatives for food shopping,” said Robert Taylor, United Family stores’ CEO. “It’s vital to our future success that we let current and future Guests know who we are and what we stand for. We have to make sure we offer our guests things that are relevant to them and their shopping needs.”
“Our brands will always stand for ultimate service,” a phrase which Taylor said “can mean different things to different people. It could look a little different at United, Market Street, Amigos and United Express, but that doesn’t mean we will ever abandon our ultimate service commitment.”
Now in its 97th year of operation, the family-owned grocery chain has stores in 30 markets across north and west Texas. A self-distributing company with distribution centers in Lubbock and Roanoke, The United Family currently operates 57 stores under its four retail brands and subsidiary operations.