Dive Brief:
- The Winn-Dixie Company announced Monday it has converted all former Harveys Supermarket locations under its ownership to Winn-Dixie banner stores.
- The grocery company said the final eight converted stores, which are located across Florida and south Georgia, now have “a refreshed look and full product lineup” while retaining the same local staff.
- Now that the Harveys store conversions are complete, The Winn-Dixie Company plans to continue building out its Florida presence as well as deepen its roots in its home city of Jacksonville, Florida.
Dive Insight:
The Winn-Dixie Company era began at the start of this year when the company officially retired the Southeastern Grocers name and rolled out a refreshed brand and visual identity.
All former Harvey’s stores now feature the full Winn-Dixie assortment, including private label offerings, and sport the updated logo, color scheme and tagline for The Winn-Dixie Company. Customers will also have access to Winn-Dixie’s loyalty program.
The final eight converted Harvey’s supermarkets include three stores in Jacksonville, two in Lakeland, one each in Lake City and Ocala, Florida, as well as a location in Folkston, Georgia, according to the press release.
The grocery company added that this work is part of its reinvestment in Jacksonville, which includes recently investing $65 million over the next five years in its operations in the coastal city. This investment includes its Store Support Center, supermarkets and local workforce, per the press release.
“Completing these conversions is a defining milestone for The Winn-Dixie Company and an important step forward for the communities we proudly serve,” The Winn-Dixie Company Chairman and CEO Anthony Hucker said in a statement.
The Winn-Dixie Company’s conversion work is not complete, however, as the grocer will convert the final two Hitchcock Market locations in the coming months. The company added that it will also open a new store in Zephyrhills, Florida, later this year. Aldi — which ultimately acquired more than 200 Winn-Dixie and Harvey locations, primarily in Florida — is also planning on entering Zephyrhills, co-anchoring an upcoming shopping plaza and redeveloping a former Winn-Dixie storefront, Shopping Center Business reported in February.
The Winn-Dixie Company’s plans further what the grocery operator said it would do back in January: look inward at Florida to cement its brand with new store openings, revamp its existing footprint and elevate products, Hucker said in a statement at the time.
