Dive Brief:
- The Southeastern Grocers name has officially retired as the company enters a new era as The Winn-Dixie Company, according to a Wednesday press release.
- The transition includes a refreshed brand and visual identity, including a new logo, color scheme and tagline, as well as new and revamped locations.
- The company announced its plans to become The Winn-Dixie Company in October.
Dive Insight:
Now that The Winn-Dixie Company has divested stores outside the Sunshine State, it is looking inward to cement its Florida-focused brand.
The next phase of the company’s transition centers around new store openings, revamping its existing footprint and elevating products, Winn-Dixie CEO and Chairman Anthony Hucker said in a statement.
“Yeah, we’ve had some ups and downs. But now we’re in charge of our own destiny — so it’s time for a glow-up,” said a video posted by Winn-Dixie on LinkedIn about the company’s new brand.
So far, the grocer has remodeled a store in St. Cloud, Florida, that opened its doors in November, as well as debuted a new store in Williston, Florida, that was formerly a Hitchcock’s Markets location. Winn-Dixie plans to convert its remaining two acquired Hitchcock’s stores, located in Alachua and Keystone Heights, Florida, and open them later this year.
All stores will feature a more modernized visual identity, including an upgraded logo, new fonts and a “fun little icon,” the LinkedIn video said, showing the iconic Winn-Dixie “W” stylized as a grocery cart. Along with a new shade of red, the company introduced a palette of “veggie-inspired colors” that are brighter and more contemporary, Winn-Dixie announced. The updated marketing also includes a “sweet and sassy tone of voice” that will be featured across marketing channels, such as TV commercials and social media posts, per the announcement.
Winn-Dixie also said it is bolstering its assortment to include fresher produce, higher quality cuts of meat and more private label options while also leaning into its loyalty program. The grocer’s Lip Lickin’ Chicken also now features the company-wide “bold new look,” the announcement noted.
