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Winn-Dixie has remodeled and upgraded 51 of its stores in the north Florida and south Georgia, with many including expanded produce departments, custom sandwich shops and other improvements in tandem with the launch of a new motto -- “Fresh Checked Every Day” -- to celebrate the enhancements.
“We’ve spent the last several years improving our stores, our merchandising and our service,” said Winn-Dixie chairman, CEO and president Peter Lynch. “Now, Winn-Dixie customers in the Jacksonville [Fla.] area, no matter where they shop, will find a fresh and local shopping experience, with enhanced customer service, every time they visit us.”
Winn-Dixie began phase one of its company-wide remodeling initiative -- a key component of its long-term business plan -- more than two years ago when it revealed plans to upgrade 75 stores each year throughout its operating area in the Southeast. During phase two, the company remodeled select locations in key markets across its footprint. Phase two of the remodeling initiative, begun earlier this year, calls for remodeling and upgrading stores on a market-by-market basis.
Redesign and upgrade elements vary based on the specific needs of each neighborhood, but all stores showcase fresh and local merchandise complemented by a new color palette and signing package. Other enhancements and additions may include expanded produce departments with wood flooring; a wider variety of organic and natural products; well-stocked wine departments; custom sandwich and sub shops; wood-burning rotisseries; wing and hot food bars; expanded floral departments; expanded meat and seafood departments; expanded wine selections; expanded pharmacies; expanded bakeries with fresh-baked muffins; and specialty desserts and loaves of warm bread
“With an enhanced product selection and expanded departments, shoppers will enjoy a fresh and local shopping experience every time they visit any of our stores,” said Cheryl Forehand, Winn-Dixie’s regional VP in Jacksonville. Forehand further encourages shoppers “who haven’t been in a Winn-Dixie in a while to come in and see our upgraded stores, as we think they will enjoy the improvements that have been made.”
A new multimedia marketing campaign touting the “Fresh Checked Every Day” message accompanies the new brand positioning on television, radio, outdoor advertising and a specially created microsite. Visitors to the site (www.freshcheckedeveryday.com) will be able to take a virtual store tour and find updates on events, promotions and special offers.
The chain is also hosting a variety of promotions and special events to kick off the remodeling efforts, including free gift card and cake sweepstakes and free steaks for a year.
Jacksonville-based Winn-Dixie Stores operates 515 retail grocery locations, including more than 400 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi.