Food Lion launches new brand strategy for N.C., S.C. stores

SALISBURY, N.C. — Food Lion has implemented its new brand strategy in the retailer's North Carolina and South Carolina stores.

The new brand strategy — first launched in the Raleigh and Fayetteville, N.C., markets, as well as Chattanooga, Tenn., in May 2011, followed by an additional 268 rebranded stores located in Virginia, West Virginia and the outer banks of North Carolina that were overhauled in March — offers customers lower prices on 6,000 items throughout the store and access to quality store-brand products at lower prices, including the company's My Essentials value tier, as well as enhanced produce and an easy and convenient shopping experience, such as faster checkout.

Food Lion said it launched the new brand strategy in stores located in the greater markets of Salisbury, N.C., the company's headquarter city; Charlotte, N.C.; Greensboro, N.C.; High Point, N.C.; Winston-Salem, N.C.; Hickory, N.C.; Asheville, N.C.; and Rock Hill, S.C., and the upstate of South Carolina, including Greenville, S.C., and Spartanburg, S.C. Food Lion also remodeled 28 stores in North Carolina.

"[Today's] launch is a pivotal turning point for our company as we have implemented our new strategy in more than 700 stores," Food Lion president Cathy Green Burns said. "We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores. 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 the freshest produce. We are pleased to bring the strategy to our hometown markets, where we have served Food Lion customers for 55 years.

"We are very pleased with the reaction from our customers since we introduced our new brand strategy," Green Burns said. "During the past year, we have continued to refine the strategy based on additional customer feedback and have made new enhancements for our customers. We look forward to winning new customers and continuing to serve our existing customers with enhanced Food Lion stores in our home markets."