Food Lion seeks to make “every penny counts” for customers
High grocery prices apparently aren’t going away any time soon, and Food Lion wants to help its customers do something about it — in more ways than one.
The Salisbury, North Carolina-based grocer, part of Ahold Delhaize USA, said it was employing a multi-pronged strategy “to ease any pressure its neighbors may be feeling” in these times of inflation. Initiatives range from daily savings and personalized offers to own brands and wallet-friendly meal options.
“Our mission has always been to provide customers with fresh, affordable groceries, and that sentiment remains true,” said Gene Faller, vice president of category management at Food Lion. “We work hard to make sure every penny counts for our customers by providing simple solutions to save on groceries and get the most out of their food once they’re home.”
While serving up savings is nothing new for Food Lion, whose footprint of more than 1,100 stores spans 10 Mid-Atlantic and Southeast states, its value formula takes on added relevance from These days. The food-at-home consumer price index for August rose 13.5% year-on-year, topping July’s 13.1% rise and marking the highest 12-month increase since the period up to March 1979.
The components of Food Lion’s value proposition include the following:
• Daily Savings: “We offer our customers exclusive low prices on essential products, weekly sales and savings events ranging from ‘Buy 2 get 1’ offers to ‘Dollar Days’ and branded alternatives private economic,” Faller said. Food Lion customers can check specials of the week on its website and sign up to receive weekly circular emails. And an older but still useful website article offers consumers Tips & Tricks to stretch their grocery budget.
• MVP Loyalty Program: “We also continue to encourage customers to sign up for our MVP loyalty program, allowing them to earn rewards, access digital coupons and receive exclusive prizes,” added Faller. Customers who choose to shop online earn monthly Shop & Earn rewards on products they already buy, receive these digital coupons monthly, and track their savings with My Wallet.
• House brands: “We continue to add private label products in store categories,” Faller explained. Store brand prices are consistently lower than national brands, but Food Lion goes one step further with a “double money-back guarantee” on its products. “Our customers increasingly appreciate that our private label products are of very 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 crafted affordable meal recipes so that a family dinner can be made for less than $10.” Economy meals recently published on the Food Lion website – and highly rated by website visitors – include Cheesy Chicken and Asparagus Pasta, Easy Chicken Tacos, Slow Cooker Irish Beef Stew, Corn Dog Cups and Mini Tomato Pies from the south. “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 it’s weekly sales, special savings events or more. initiatives, according to Faller.
“Our customers have always been price-conscious, and that remains especially true today,” he said. “We place great importance on listening to our customers and understanding what is important to them. Food Lion has over 60 years of experience providing high-quality, fresh produce at low prices, and we know our neighbors are counting on us more than ever to continue providing that.
Another important part of the supermarket chain’s effort to put food on the table is the Food Lion Feeds program.
“In 2014, Food Lion launched Food Lion Feeds, an initiative to feed our neighbors and help reduce food insecurity in the communities we serve,” Faller said. “In nearly eight years, Food Lion Feeds has donated approximately 970 million meals to local food banks and food agencies with the help of its customers and partners, including Feeding America, Operation Homefront, No Kid Hungry and the American Red Cross.
The Ahold Delhaize banner is in the middle of a Food Lion Feeds program – the annual Apple Bag campaign, which runs until October 4. When customers purchase a specially marked bag of Gala Apples or donate cash in-store or online, Food Lion donates five meals to local Feeding America food banks.
“This year, we’re already on track to donate at least 1 million meals to our neighbors through the Apple Bags 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-store and online to bring that to life.”