Dive Brief:
- Food Lion has unveiled a new logo and tagline: “Easy, Fresh and Affordable...You Can Count on Food Lion Every Day.”
- The moves are part of a multiyear, nationwide effort to rebrand as a more modern retailer, while still keeping an emphasis on low-cost shopping.
- Every one of the company's more than 1,100 stores will get a facelift, starting with 29 outlets in North Carolina.
Dive Insight:
The new Food Lion stores will be based on a concept store the chain opened in Concord, NC, late last year. That store puts a heavy emphasis on sleeker design and fresh, healthy foods ... while still being an affordable place to shop.
That sounds a lot like an inexpensive version of Whole Foods to us. And that's not surprising. Whole Foods has changed the entire supermarket experience, and no doubt Food Lion will do well with this new approach. The bigger question is though, what happens to Whole Foods when its unique selling proposition is no longer unique?
