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11/26/16, 2:24 PM WinnDixie reopens with dramatic makeover | Store Design & Construction content from Supermarket News Page 1 of 6 http://supermarketnews.com/store-design-construction/winn-dixie-reopens-dramatic-makeover Feb 3, 2016 Tweet COMMENTS 10 CEO Ian McLeod says the completely remodeled store balances "something fresh" with "good prices." Winn-Dixie reopens with dramatic makeover CEO McLeod: Dark store rebirth adds 'personality' Jon Springer Winn-Dixie today will reopen a closed store in Jacksonville, Fla. in a form that the company — and its shoppers — have never seen before. Featuring changes ranging from a small tweak to the company logo to dramatic reinterpretations of fresh, deli and prepared foods, and first-of-its-kind offerings in health foods and beauty, the store is a vision of the possibilities for a brand with intentions to break away from a traditional reliance on "cookie-cutter" stores and focus on the needs of a changing consumer, Ian McLeod, CEO of Winn-Dixie parent Southeastern Grocers, said during a preview event attended by SN Wednesday. "We asked, 'How good can we get?'" McLeod Walmart Kroger Albertsons Publix Ahold USA Delhaize America Latest News All hands on deck for Smart & Final holiday push Harps CEO Collins resigns, Eskew promoted Self-checkout app adds convenience at California Fresh Market Dollar Tree beats estimates in 3Q Lidl casting for supervisors more Top Retailers Editor's Choice HOME > NEWS > STORE DESIGN & CONSTRUCTION > WINN-DIXIE REOPENS WITH DRAMATIC MAKEOVER SHARE SHARE Recommend 0 Buy SN Research Digital Edition About Contact Advertise Subscribe RSS News Issues & Trends Top Retailers Product Categories Rankings & Research Supermarket News Welcome, Suzy Lewis ! My Account | Sign Out

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11/26/16, 2:24 PMWinnDixie reopens with dramatic makeover | Store Design & Construction content from Supermarket News

Page 1 of 6http://supermarketnews.com/store-design-construction/winn-dixie-reopens-dramatic-makeover

Feb 3, 2016

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CEO Ian McLeod says the completely remodeled store balances "something fresh" with "good prices."

Winn-Dixie reopens with dramatic makeoverCEO McLeod: Dark store rebirth adds 'personality'Jon Springer

Winn-Dixie today will reopen a closed store inJacksonville, Fla. in a form that the company —and its shoppers — have never seen before.

Featuring changes ranging from a small tweak to the company logo to dramaticreinterpretations of fresh, deli and prepared foods, and first-of-its-kind offerings in healthfoods and beauty, the store is a vision of the possibilities for a brand with intentions tobreak away from a traditional reliance on "cookie-cutter" stores and focus on the needs ofa changing consumer, Ian McLeod, CEO of Winn-Dixie parent Southeastern Grocers, saidduring a preview event attended by SN Wednesday.

"We asked, 'How good canwe get?'" McLeod

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11/26/16, 2:24 PMWinnDixie reopens with dramatic makeover | Store Design & Construction content from Supermarket News

Page 2 of 6http://supermarketnews.com/store-design-construction/winn-dixie-reopens-dramatic-makeover

The Baymeadows store is opening today after a hiatus of five years.

A large produce selection, dramatic signage and aNaturally Better health food section greet customers.

explained. "Could webring something to themarket that wasn't herepreviously and see how itcan grow and develop intosomething that givescustomers somethingspecial. Give themsomething fresh,give them something new,give them someinspiration, give themsome engagement and personality, while still giving them good prices."

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The store, known as Baymeadows in Jacksonville's Southside neighborhood, opened forthe first time in 2003 but had been dark for five years. Its failure, McLeod said, makes aperfect case for the company's need for reinvention. The old store, he acknowledged, "wasthe wrong offering."

In addition, McLeod noted, theneighborhood has grown rapidly since2010, with a young and affluent shopperbase in need of a food store that can meetdemand for the higher quality foods,more relevant assortments and a betterin-store experience the revamped storewas designed to provide.

Physical changes to the building includedmoving the entrance so that shopperswalk directly into a wide fresh producedepartment with produce displayed onice, with views to prepared foods areaknown as The Kitchen staffed by in-storechefs, a new cafe and bakery, andspecialty departments like cheese, meatand seafood, each dramaticallyhighlighted in red-and-white signagecarried through the store. Assortments inthose departments have been upgradedto reflect tastes for local, sustainable andorganic.

A health food store-within-a-store with4,500 natural and organic SKUs, knownas Naturally Better; a vitamins andsupplements assortment; and a beautydepartment with backlit shelving and

salon brands, all appear in a Winn-Dixie store for the first time.

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11/26/16, 2:24 PMWinnDixie reopens with dramatic makeover | Store Design & Construction content from Supermarket News

Page 3 of 6http://supermarketnews.com/store-design-construction/winn-dixie-reopens-dramatic-makeover

Vitamins and supplements areamong the upgraded offerings.

Greg Retz, culinary director, explains Winn-Dixie's new focus on meal solutions.

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McLeod said the store would also make a strong valuestatement, on the heels of a $70 million investment inlower prices at 3,000 SKUs chainwide instituted inNovember, and the "Down Down" campaign of extendeddiscounts launched last month.

The pricing actions address consumers' single biggestperceived issue with Winn-Dixie, while better armingthe company against competitor ads that unfavorablycompared prices to Winn-Dixie. McLeod told SN thecompany was pleased with early results of the pricingeffort but acknowledged perceptions tend to changeslowly.

McLeod said the renovated Baymeadows store was"experimental" in nature, but said aspects of theredesigned unit could roll to additional stores where appropriate. The company expects torenovate 50 Winn-Dixie stores this year.

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