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FOOD LION OPENS THIRD BOTTOM DOLLAR CONCEPT STORE IN NORTH CAROLINA October 14, 2005 SALISBURY, N.C. - Today Food Lion LLC announced the grand opening of its third Bottom Dollar pilot store in Asheboro, N.C., on Oct. 19. Bottom Dollar provides customers with the most popular national brands, fresh produce and quality meats at best prices. In a strategy focused on redefining the discount grocery model, Bottom Dollar offers customers both national brands and private label products, in addition to fresh produce and quality meats at discount prices in an upbeat shopping environment. Bottom Dollar Director Tom Anderson said the concept was created by streamlining services and procedures and passing the savings on to the customers. "We did a great deal of research into what consumers wanted and found shoppers are very savvy, interested in getting the most for their money through a price, quality and selection equation," Anderson said. "Bottom Dollar hits all of those marks by providing customers with a full-shop grocery experience that offers a wide variety of brand name products at discount prices in an environment that is bright, cheerful and inviting." More items are prepackaged and customers bag their own groceries at Bottom Dollar. The stores are also using alternative display and stocking techniques that are more efficient and cost effective such as cut cases on shelves, using pallets and dump bins as well as traditional display techniques. These changes, to mention a few, are how the discount grocer is able to drive down prices and pass the savings on to the customer. "From the first two test stores, we have been hearing positive comments from customers saying they really love the concept. Because we have six times more products on our shelves than a typical discount grocer, many people have said they are impressed with the wide selection of fresh items and name brand products we offer. And, since the store is all about best prices, everyone is happy to get the most value for their dollar," said Anderson. Bottom Dollar stores are decorated in an atypical fashion using bright orange and lime green, and store employees wear uniforms in the same colors. The atmosphere is light and cheerful with humorous signs throughout the store that read, "Food prices that kick bottom," and "Watch your step you might trip on the low prices." Employees also share in the fun with T-shirts that read, "I'm a black belt in price chopping." In center store are "Bottom Bargains," bins where customers can find hot deals on market overruns, seasonal items or special offerings on a "while-supplies-last" basis. As with previous concept stores, Food Lion LLC will look to its customers for feedback. Bottom Dollar is not a replacement strategy for Food Lion stores; it is a totally new brand that is uniquely positioned to fulfill the needs of an underserved consumer market. Bottom Dollar, a test concept from Food Lion LLC, is a discount grocer offering approximately 6,500 different products, which include national brands, fresh produce and quality meats. Food Lion LLC operates three Bottom Dollar pilot stores in North Carolina. Food Lion LLC is a subsidiary of Delhaize America, the U.S. division of Brussels-based Delhaize Group (NYSE: DEG). Food Lion LLC operates 1,300 supermarkets under the Food Lion, Bloom, Harveys, Reid's and Bottom Dollar banners, meeting local customer needs and preferences for the freshest and best quality products. Food Lion employs approximately 73,000 associates in 11 Southeast and Mid-Atlantic states. Contact: Kimberly Blackburn (704) 633-8250, Ext. 2858 |
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