Rebuilding Trust in the Brand
  Requires Fresh Thinking
                    PETER LYNCH
  CHAIRMAN, CEO & PRESIDENT, WINN-...
SAFE HARBOR STATEMENT

    Certain statements made in this presentation may
    constitute “forward-looking statements” wi...
Third Quarter Fiscal 2008 Conference Call on May 13, 2008


      Winn-Dixie plans to hold an investor conference call to
...
AGENDA

    Stabilized the Business

    Store Remodel Program

    Neighborhood Marketing

    Winn-Dixie Brands

    Com...
STABILIZED THE BUSINESS
STABILIZED THE BUSINESS

     Chapter 11 enabled the Company to streamline its
     store base
     Achieved numerous oper...
STORE REMODEL PROGRAM
     A Fresh Experience
STORE REMODEL PROGRAM

     Executing a multi-year remodel initiative

     Revamping and modernizing our stores

     Inc...
9
Store # 1439 - After




10
Store # 1439 – New Store Interior




11
12
13
14
15
16
STORE REMODEL PROGRAM

     Since the inception of the program, we have completed 47

     store remodels as of Q2 FY’08 Y...
NEIGHBORHOOD MARKETING
      A Fresh Approach
VISION AND MISSION

     To be the leading neighborhood grocer
     aligning our merchandising, marketing
     and operati...
HISPANIC




20
URBAN




21
AFFLUENT




22
AFFLUENT




23
AFFLUENT




24
KOSHER




25
RESORT




26
WINN-DIXIE BRANDS
   A Fresh New Look
WINN-DIXIE BRANDS

     Current penetration of 20.6% as of Q2 FY’08 YTD(1)

     Approaching $1B in annual sales

     On ...
WINN-DIXIE BRANDS

     Reinventing Winn-Dixie brand through three tiers of quality
     products that offer better value ...
PRIVATE LABEL – BEFORE & AFTER




30
PRIVATE LABEL – BEFORE & AFTER




31
NEW PRIVATE LABEL PRODUCTS




32
WINN & LOVETT PREMIUM PRODUCTS




33
ORGANIC AND NATURAL PRODUCTS




34
COMMUNICATING THE TRANSFORMATION
           A Fresh Message
INTERNAL COMMUNICATIONS




36
EXTERNAL COMMUNICATIONS - CIRCULAR




37
CIRCULAR – KEY MESSAGES




38
EXTERNAL COMMUNICATION - NEW TRUCK DESIGN




39
SUMMARY
     Strong foundation for future growth

     Strategic initiatives on plan

     Experienced and committed leade...
WinnDixieLehmanBros11RetResConf
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WinnDixieLehmanBros11RetResConf

  1. 1. Rebuilding Trust in the Brand Requires Fresh Thinking PETER LYNCH CHAIRMAN, CEO & PRESIDENT, WINN-DIXIE STORES, INC. Eleventh Annual Lehman Brothers Retail Conference Tuesday, April 29, 2008
  2. 2. SAFE HARBOR STATEMENT Certain statements made in this presentation may constitute “forward-looking statements” within the meaning of the federal securities laws. These forward-looking statements are based on our current plans and expectations and involve certain risks and uncertainties. Actual results may differ materially from the expected results described in the forward-looking statements. 2
  3. 3. Third Quarter Fiscal 2008 Conference Call on May 13, 2008 Winn-Dixie plans to hold an investor conference call to discuss its financial results for its third quarter of fiscal 2008, on Tuesday, May 13, 2008, from 8:30 a.m. to 9:30 a.m. (ET) The Company plans to file its financial results with the Securities and Exchange Commission on Monday, May 12, 2008. 3
  4. 4. AGENDA Stabilized the Business Store Remodel Program Neighborhood Marketing Winn-Dixie Brands Communicating the Transformation Summary 4
  5. 5. STABILIZED THE BUSINESS
  6. 6. STABILIZED THE BUSINESS Chapter 11 enabled the Company to streamline its store base Achieved numerous operational improvements Realigned retail organization with stronger focus on customer service, merchandising and marketing plans Assembled experienced and committed leadership team to execute our turnaround plan Energized Associates who remain committed to “Getting better all the time” Four consecutive quarters of 100 basis points, or more, of year-over-year gross margin improvement 6
  7. 7. STORE REMODEL PROGRAM A Fresh Experience
  8. 8. STORE REMODEL PROGRAM Executing a multi-year remodel initiative Revamping and modernizing our stores Increasing perishable offerings to grow profitable sales Tailoring merchandising and marketing strategies to each specific neighborhood we serve 8
  9. 9. 9
  10. 10. Store # 1439 - After 10
  11. 11. Store # 1439 – New Store Interior 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. STORE REMODEL PROGRAM Since the inception of the program, we have completed 47 store remodels as of Q2 FY’08 YTD Approximately 80% of the remodels planned for fiscal 2008 are expected to be offensive remodels Offensive remodels experienced a 12% weighted average sales lift following the grand reopening phase The sales lift resulted from increases in transaction count and basket size 18% of store base will be remodeled by the end of FY08 Expect to complete approximately 50% of store base by the end of FY2010 17
  18. 18. NEIGHBORHOOD MARKETING A Fresh Approach
  19. 19. VISION AND MISSION To be the leading neighborhood grocer aligning our merchandising, marketing and operations to the communities we serve, especially: Hispanic Urban Affluent Kosher Resort 19
  20. 20. HISPANIC 20
  21. 21. URBAN 21
  22. 22. AFFLUENT 22
  23. 23. AFFLUENT 23
  24. 24. AFFLUENT 24
  25. 25. KOSHER 25
  26. 26. RESORT 26
  27. 27. WINN-DIXIE BRANDS A Fresh New Look
  28. 28. WINN-DIXIE BRANDS Current penetration of 20.6% as of Q2 FY’08 YTD(1) Approaching $1B in annual sales On target to have 1,500 SKUs redesigned by end of FY’08 Winn-Dixie perfectly positioned for shift in consumer spending Corporate Brands penetration rate based on the categories measured by Winn-Dixie. 1 28
  29. 29. WINN-DIXIE BRANDS Reinventing Winn-Dixie brand through three tiers of quality products that offer better value and selection “Good” product line that matches the national and regional “value” brands in quality. “Better” product line designed to be equal to or better than the comparable national or regional brand category leader. “Best” product line for premium tier products. 29
  30. 30. PRIVATE LABEL – BEFORE & AFTER 30
  31. 31. PRIVATE LABEL – BEFORE & AFTER 31
  32. 32. NEW PRIVATE LABEL PRODUCTS 32
  33. 33. WINN & LOVETT PREMIUM PRODUCTS 33
  34. 34. ORGANIC AND NATURAL PRODUCTS 34
  35. 35. COMMUNICATING THE TRANSFORMATION A Fresh Message
  36. 36. INTERNAL COMMUNICATIONS 36
  37. 37. EXTERNAL COMMUNICATIONS - CIRCULAR 37
  38. 38. CIRCULAR – KEY MESSAGES 38
  39. 39. EXTERNAL COMMUNICATION - NEW TRUCK DESIGN 39
  40. 40. SUMMARY Strong foundation for future growth Strategic initiatives on plan Experienced and committed leadership team 52,000 Associates dedicated to “Getting better all the time” 40
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