Dive Brief:

• Price Chopper will rebrand the 135 supermarkets it operates in the Northeast as "Market 32 by Price Chopper." 
• The chain, headquartered in Schenectady, NY, expects to spend $300 million on the effort. 
• The rebranded stores will emphasize customer service and an expanded product offering.

Dive Insight:

The details on the rebranding are a bit slim. It seems as if Market 32 will be more upscale than Price Chopper. But it's not clear at all if Market 32 is moving toward an everyday-low-price model like Food Lion, or if it's taking some other approach. 

Nor is it clear what the "32" - which is a reference to 1932, the year the predecessor to Price Chopper first opened - is meant to convey to consumers.

Presumably all this will become more clear by spring, when the rebranding will commence.