News

< Back

Bottom Dollar Food Opens 10 Locations Throughout Hampton Roads Region
Food Lion Launches First Phase of Renewal Effort

August 22, 2007

SALISBURY, N.C. - Food Lion LLC's newest brand, Bottom Dollar Food, is set to cut the ribbon on its 10 new stores throughout the Hampton Roads region on Wednesday, Aug. 29, at 8 a.m. The stores mark the first phase of the company's overall renewal efforts for the region, bringing its full-shop discount grocery stores that deliver everyday best prices.

Specifically, there will be four locations in Norfolk at 6203 Virginia Beach Boulevard, 2401 Colley Avenue, 1235 N. Military Highway and 8401 Hampton Boulevard; one in Virginia Beach at 1505 Lynnhaven Parkway; one in Hampton at 85 Coliseum Crossing; three in Newport News at 10143 Jefferson Avenue, 12917 Jefferson Avenue and 6 Elmhurst Street; and one in Portsmouth at 3935 Twin Pines Road.

When complete in early 2008, Food Lion's renewal effort in the Hampton Roads region will include the remodel of 85 stores and the introduction of its multi-banner approach, marked today by the introduction of Bottom Dollar Food. This is part of Food Lion LLC's renewal efforts across the Hampton Roads region.

In a strategy that redefines discount shopping, Bottom Dollar Food offers shoppers both national brands and private-label products, in addition to fresh produce and quality meats at discount prices, all in a lighthearted shopping atmosphere.

Bottom Dollar Food stores have bright orange and lime green decor, and store employees wear uniforms in the same colors. The bright, cheerful stores also have humorous signs posted that read, "Food prices that kick bottom," and "Watch your step you might trip on the low prices."

Recognizing that shoppers are interested in getting the most for their grocery dollars through a price, quality and selection equation, Bottom Dollar Food hits all of those marks.

"We have been able to streamline how we manage, order, stock and display our inventory because we have focused our selection of fresh food and groceries on the items customers most often choose," said Bottom Dollar Food Director Tom Anderson. "Changes such as new fixtures, alternative display and stocking techniques, as well as having customers bag their own groceries, let us leverage these changes and pass savings on to customers."

"Consumer response to the Bottom Dollar Food experience has been very good," said Paul Lacroix, vice president of Bottom Dollar Food. "Customers love the concept, and they are pleased with our selection, quality and inviting atmosphere."

Another way Bottom Dollar Food differs from other discounters is that stores have butchers on site to assist customers with custom cuts. In addition, they also offer a localized assortment to make sure customers' needs for Hispanic, Asian or other regional items are addressed.

Some of the best deals in the stores come with the chance to pick up hot deals on "while-supplies-last" items and in the "Bottom Bargains" area in the center of the store, which offers great general merchandise products at exceptional retail prices. "Bottom Bargains is a combination of seasonally appropriate items as well as offering additional value merchandise not found in typical discount stores," said Mickey Gallegos, director of category and merchandising for the banner.

Best prices are guaranteed to members through a free membership card program, which allows customers to receive additional savings on "while supplies last" features.

"We have the chance to reach out to the price-conscious consumer looking for a pleasing, convenient shopping experience for everyday grocery needs," said Anderson.

Bottom Dollar Food, a concept from Food Lion LLC, is a discount grocer offering a wide assortment of products, which include national brands, fresh produce and quality meats. The stores debuted in High Point, N.C., in September 2005, and North Carolina now has three other locations. There are 13 stores in the Northern Virginia and Washington, D.C., region as well.

Food Lion LLC is a subsidiary of Brussels-based Delhaize Group (NYSE: DEG). Food Lion LLC operates more than 1,200 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Bottom Dollar Food, Harveys and Reid's. These stores meet local customer needs and preferences for the freshest and best quality products. Food Lion LLC employs approximately 73,000 associates in 11 Southeast and Mid-Atlantic states.

Contact: Kimberly Blackburn (704) 633-8250, Ext. 2858