Winn-Dixie remodeling program on track

JACKSONVILLE, FLA. —It’s all about the experience these days, as retailers such as Kroger and Wal-Mart have major initiatives under way to enhance the shopping environment and excite customers. They are hardly alone in that mission though, as some of the nation’s smaller operators also recognize experience—and all the consumer touch points that go into it matter now more than ever before.

That is certainly the case at regional food retailer Winn-Dixie, where the operator of 521 stores has an ambitious program under way to remodel half of those units by June 2010. “It’s all about being fresh and local. From our decor to our merchandising and marketing initiatives, we are tailoring every detail of our remodeled stores to meet the needs of neighborhoods we serve,” said Peter Lynch, Winn-Dixie’s chairman, president and ceo. “As the remodel program moves forward, we will have a significantly stronger store base from which to compete and leverage the strength of our brand.”

The remodeling program was announced roughly 18 months ago, and the company recently completed its 100th remodeling project at a store in the Miami suburb of Hialeah. The Hialeah store showcases the company’s fresh and local strategic initiatives. An updated storefront combined with expanded produce and floral departments leads the way to wider aisles, warmer lighting and a more inviting center-store. The store’s deli and bakery were upgraded to include a wood-burning rotisserie and bread warmer, a wing bar, an olive bar and a specialty dessert case. The store also features new energy-efficient refrigerators and frozen food cases, as well as new wood flooring and a contemporary color palette.

“This is not only a milestone for our company, but it also symbolizes the hard work and dedication of our associates and the loyalty of our customers,” Lynch said.

Winn-Dixie currently operates in Florida, Alabama, Louisiana, Georgia and Mississippi, but is a fraction of the size it was a decade ago when competition from Wal-Mart and Publix forced the company to shed units and ultimately file for bankruptcy in February 2005. It emerged from bankruptcy in November 2006 with 522 stores and a strategy of upgrading existing operations rather than building new stores.