retail news in context, analysis with attitude

Delhaize-owned Food Lion has unveiled a new chain-wide strategy that it says " launches a multi-year initiative to make shopping easier for Food Lion customers at the company's more than 1,100 stores, while keeping the low prices customers expect." The initiative uses the slogan, "Easy, Fresh and Affordable...You Can Count on Food Lion Every Day!"

"Today, we are officially embarking on a new strategy to make shopping easier for our customers," said Beth Newlands Campbell, president of Food Lion. "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. 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." 

The announcement goes on to say that "the new strategy includes a variety of elements, large and small.  One example of a small change that makes a big impact for customers is new blue bags, in addition to traditional white bags.  The blue bags are used for cold and frozen items to make them easily identifiable and make unpacking groceries easy for customers at home, especially in warmer months. An example of a big change is expanding product variety based on consumer research."

The company also is getting a refreshed logo, which "provides a more modern look for customers, while preserving the history and heritage of the lion and the 'Food Lion blue'."
KC's View: