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Winn-Dixie completes remodels, upgrades of 51 stores


JACKSONVILLE, Fla. Winn-Dixie Stores on Wednesday announced that it has completed remodels and upgrades on 51 of its Winn-Dixie stores in the Jacksonville area, comprising locations in North Florida and South Georgia, and to mark this achievement, the Jacksonville-based grocer is launching a new brand position: “Fresh Checked Every Day.”

“We’ve spent the last several years improving our stores, our merchandising and our service,” stated Winn-Dixie chairman, CEO and president Peter Lynch. “Now, Winn-Dixie customers in the Jacksonville area, no matter where they shop, will find a fresh and local shopping experience, with enhanced customer service, every time they visit us.”

Winn-Dixie began Phase I of its company-wide remodeling initiative — a key component of its long-term business plan — more than two years ago when it announced plans to upgrade 75 stores each year throughout its operating area in the Southeast. During Phase I, the company remodeled select locations in key markets across its footprint.

Winn-Dixie commenced Phase II of the remodel initiative earlier this year. In Phase II, the company is remodeling and upgrading stores using a market-by-market strategy.

Redesign and upgrade elements vary based on the specific needs of each neighborhood, but all stores showcase fresh and local merchandise complemented by a new color palette and signing package, the grocer stated. Other enhancements may include expanded pharmacies and other departments.

“With an enhanced product selection and expanded departments, shoppers will enjoy a fresh and local shopping experience every time they visit any of our stores,” commented Cheryl Forehand, regional VP, Jacksonville.

The multi-media marketing campaign that accompanies the new brand positioning features television, radio, outdoor advertising and a specially created micro site. Visitors to the Web site ( will be able to take a virtual store tour and find updates on events, promotions and special offers.

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