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The Triangle Business Journal reports that The Fresh Market next week will begin the rollout of a new logo and lower prices that "are part of a larger 'reinvention' of its stores" that it hopes will be chain-wide by 2018.

“This is a significant milestone in The Fresh Market’s brand evolution,” said Rick Anicetti, president/CEO of The Fresh Market, in a prepared statement. “The reinvention of our stores will place an emphasis on delicious fresh fare, convenience, and health and wellness options. The company is investing in what our customers love most about The Fresh Market, while adding new categories requested by our shoppers.”

The Business Journal story says that "in addition to lower prices, the grocer will also be adding more items to its offerings so that shoppers can get what they need without going to other supermarkets, as well as more stations offering samples of various products. The stores also will feature a new Mind & Body department, which will be stocked with expanded selections of 3,300 vitamins, minerals and supplements, and more assistants available to answer customer questions and offer recommendations."

KC's View: In the past, I've always found The Fresh Market to be a format with limited appeal. Nice stores, but not all that compelling and rarely giving me a reason to pass other stores to go there.

I'm going to be very interested to see how the new Fresh Market develops under Rick Anicetti's stewardship. He's going to give it a specific image, and give people like me a reason to check it out more often, I suspect.

Be fun to watch.

KC's View: