Sixty-three Food Lion stores in the Roanoke, Va., market on Oct. 10 celebrated the completion of remodeling under the retailer’s ongoing “Easy Fresh and Affordable” initiative.
The program, which has been introduced in multiple regions since 2014, reorganizes stores through new food offerings and layouts, emphasizes service and convenience, and accompanies lower everyday pricing on thousands of items. Officials say the program has helped build sales momentum at the Salisbury, N.C.-based division of Ahold Delhaize. With the completion of this market, Food Lion has remodeled 712 of its 1,030 stores in the past four years. The company just completed renovating 105 stores in the greater Norfolk market in August.
“Roanoke is very special to Food Lion,” Meg Ham, president of Food Lion, said in a release. “We’ve been part of the fabric of this community for 40 years, opening our first store in Martinsville, Va. A lot has changed since we opened our first store in this market. We've created a new grocery shopping experience through the significant investments in our stores, customers, associates and communities. From our expanded variety and product assortment, newly reorganized stores, new signage to a more efficient check-out experience, every change we’ve made will make it easier for our customers to find fresh, quality products at affordable prices every day.”
The initiative represents a $91.7 million capital investment in Roanoke stores, including remodeling, hiring nearly 2,000 additional associates and giving back to local communities by donating two mobile food trucks to area food banks to nourish local families in need.
Highlights of the new stores include an expanded variety and assortment across departments, such as more locally produced items in a “Local Goodness” section; and an expanded variety of craft beer and limited reserve wines; and more natural, organic and gluten-free items. The stores also offer a greater selection of meals for families and a wider variety of grab-and-go items and presliced deli meats and cheeses.
Select stores will also offer hand-battered chicken and in-store cut fruit and vegetables; 13 locations will feature a walk-in “garden cooler” designed to keep produce fresh; and 12 stores now include a wing bar.