It’s clear that high grocery prices aren’t going away anytime soon, and Food Lion wants to help its customers do something about it — in more ways than one.
The grocery store in Salisbury, North Carolina, part of Ahold Delhaize USA, said it is using a multi-pronged strategy to “reduce the pressure that its neighbors may be feeling” in these inflationary times. Initiatives range from daily savings and personalized offers to portfolio-friendly brands and meal options.
“Our mission has always been to provide customers with fresh, affordable groceries, and that sentiment still holds true,” said Jane Faller, Vice President of Category Management at Food Lion. “We work hard to ensure that every cent counts for our customers by providing them with easy solutions to save on groceries and get the most out of their food once they get home.”
While offering savings is nothing new for Food Lion, whose 1,100-plus store space spans 10 states in the mid-Atlantic and Southeast, its value formula carries added significance these days. The home food CPI for August rose 13.5% year over year, outpacing the 13.1% rise in July and posting the biggest gain in 12 months since the period through March 1979.
The components of Food Lion’s value proposition include:
• DAILY SAVINGS: “We offer our customers exclusive, low rates on essentials, weekly sales and savings events from ‘Buy 2, Get 1’ to ‘Dollar Days’ and budget-friendly private-brand alternatives,” said Faller. Food Lion customers can check out Weekly Specials on their website and sign up to receive Emails Weekly Bulletin. It offers an older but still useful website for consumers Tips and Tricks to expand their grocery budget.
• MVP Loyalty Program: “We also continue to encourage customers to sign up Our MVP Loyalty ProgramWhich enables them to earn rewards, access digital coupons and get exclusive prices.” Customers who choose to shop online earn monthly shopping rewards and earn on products they already buy, receive these digital coupons monthly and track their savings with My Wallet.
Store Brands: “We keep adding more private brand products In categories across the store, Valer explained. Store brands are always less expensive than national brands, but Food Lion goes one step further by offering a Double Your Money Back Guarantee on their products. “Our customers are increasingly appreciating that our private label products are of high quality and exceptional value,” he said.
• Affordable Recipes: “After buying groceries, we make sure shoppers know how to get the most out of them,” Faller noted. “Our team has carefully designed affordable meal recipes so that a family dinner can be made for under $10.” Lately budget-friendly meals Posted on Food Lion – and highly rated by site visitors – including Cheesy Chicken and Asparagus Pasta, Easy Chicken Tacos, Slow Cooker Irish Beef Stew, Corn Dog Cups and Mini Southern Tomato Pies. “Every ingredient was considered to maximize every bite,” Faller said of the recipes.
Customer feedback also plays a key role in Food Lion’s efforts to help busy families find easy ways to save, whether that involves weekly sales, special savings events or other initiatives, according to Fuller.
“Our customers have always been price conscious, and that remains especially true today,” he said. “We place great emphasis on listening to our customers and understanding what is important to them. Food Lion has a 60-year legacy of providing fresh, high-quality produce at low prices, and we know our neighbors are counting on us more than ever to continue to deliver.”
Another important component of the supermarket chain’s efforts to put food on the table is the Food Lion Feeds programme.
“In 2014, I launched Food Lion Feeds, an initiative to feed our neighbors and help alleviate food insecurity in the communities we serve,” Faller said. “Over the course of nearly eight years, Food Lion Feeds has donated nearly 970 million meals to food banks and local nutrition agencies with the help of their customers and partners, including Feeding America, Operation Homefront, No Kid Hungry, and American Red Cross.”
The Ahold Delhaize banner appears in the middle of Food Lion Feeds – the annual Apple Bag campaign, which runs through October 4. When customers buy a signature bag of apples or make a cash donation in-store or online, the lion donates five meals to local food banks in America.
“This year, we’re already on track to donate at least 1 million meals to our neighbors through the apple sack campaign,” Faller added. “We want to make it easy for neighbors to give back to their community, and the Apple Bag campaign is one of the many ways in stores and online we’re bringing it to life.”
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