Food Lion rolls out new strategy at more stores

SALISBURY, N.C. — Food Lion continues to implement its new strategy of offering greater value on store brands and being competitive on national brands, while providing a convenient shopping experience. The company announced that it has launched the strategy in 268 stores in Virginia, West Virginia and North Carolina. These markets are the first stores in 2012 to unveil the new strategy, the company said.

"We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores," said Cathy Green Burns, president of Food Lion. "As part of our new strategy, we are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing fresh produce. We believe our new brand strategy enables us to better serve our customers in these markets."

As part of the transformation, the company remodeled 20 stores, including 18 locations in Virginia and two locations in North Carolina. In addition, as previously announced in January, the company transitioned eight Bloom and six Bottom Dollar Food stores in these markets to Food Lion stores.

Food Lion first introduced its new brand strategy in the Raleigh and Fayetteville, N.C., markets, as well as Chattanooga, Tenn., in May 2011.

"We are very pleased with the reaction from our customers since we began rolling out our new brand strategy last year," Green Burns added. "We look forward to winning new customers and continuing to serve our existing customers with enhanced Food Lion stores, and bringing the strategy to life in additional locations across our footprint later this year."

Food Lion plans to have the new strategy rolled out to a total of 600 to 700 stores by the end of 2012