Food Lion Remodels 25 Stores Gives Away Private Brand Products

Salisbury, North Carolina-based subsidiary of Delhaize America, the U.S. division of Brussels-based Delhaize Group, Food Lion opened 25 newly remodeled stores in the Lynchburg, Va., and Danville, Va., areas.

“This is an exciting time for Food Lion and our customers, as we celebrate a fresh, new look, a greater selection of products and a renewed focus on service,” said Larry Cassels, director of operations for Food Lion’s northeastern region, which includes the Lynchburg and Danville markets.“We are enhancing our customers’ shopping experience through a more inviting interior design, and we have also expanded our fresh departments, including produce, meats and deli/bakery. Additionally, as part of our remodeling efforts, we have new customer service and checkout areas to provide a speedy and efficient checkout process for our customers.”

The first 100 re grand opening customers at each of the 25 renewed stores received free reusable bags filled with Private Brand products which feature the recently upgraded Double Money Back Guarantee.

New signage, graphics, décor and enhanced lighting create the atmosphere of a neighborhood marketplace. The remodeling work also gives stores more space to provide a greater range of products, including more natural and organic foods, and larger beer and wine offerings.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.