Food Lion opened the first Bottom Dollar model in High Point, N.C. on Sept. 21, and is now in the process of building a third store, planned to open in Asheboro, N.C.
"We did a great deal of research into what consumers wanted, and found shoppers are very savvy [and] interested in getting the most for their money through a price, quality, and selection equation," said Tom Anderson, Bottom Dollarís director. "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."
Along with the discount prices and large inventory levels, Bottom Dollar stores are focused on a simple product-pushed merchandising concept, where customers may find grocery products in bin boxes, cut boxed cases, and pallet for quick grab-and-go shopping. Customers bag their own groceries, all in a fun environment.
"From the first two test stores, we have been hearing positive comments from customers saying they really love the concept," Anderson said. "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."
Food Lion will be closely monitoring customer reaction to the new model and adjusting Bottom Dollar strategies as they continue to develop and grow the new stores.
Food Lion LLC, a subsidiary of Delhaize America, operates 1,300 supermarkets under the Food Lion, Bloom, Harveys, Reid's, and Bottom Dollar banners, in 11 Southeast and Mid-Atlantic states.