Food Lion’s Not So Extreme Makeover
Last summer, Food Lion began surveying its customers about
what they would like to see in its stores. The grocery chain has responded
and last week began testing a number of changes in stores in the Raleigh, NC
and Chattanooga, TN markets. Food Lion has cut prices on 6,000 items, increased
staffing levels for better service, upgraded its produce departments and reorganized
shelves to make it easier to shop its stores. If the test proves a success,
Food Lion plans to roll out the changes to all its 1,200 stores in the Southeast.
Green Burns, president of Food Lion, said the changes are intended to keep
the chain competitive over the long haul.
"The model is not broken; it’s still a very profitable operation," she
told The News & Observer. "We just want to make sure it’s going to
The retailer is also opening new stores, including a 35,000
square-foot unit in March located in Fayetteville, NC, that was the chain’s
second Leadership in Energy and Environmental Design (LEED) certified store
in the state.
The store’s produce section, according to The Fayetteville
Observer, is set up to look like a farmers’ market. Organic products
are available throughout.
Greg Beaman, a merchandise specialist for Food Lion,
said the store includes another green initiative that you don’t see in
other supermarkets. "To
encourage bicycle travel, we got a little bicycle shop where we can fix your
tire, and spaces out in the parking lot to encourage carpooling," he
told the Observer.
- Building a better grocery store – The News & Observer
- New Food Lion has different look – The Fayetteville Observer
- Food Lion Builds Second Green Grocery Store in Fayetteville, N.C., Creates
55 Jobs – Food Lion
Discussion Questions: What types of changes do you think consumers most want from supermarkets? What changes are most effective for those looking to create a sustainable competitive advantage?