Winn-Dixie has reopened a store in Jacksonville, Florida with dramatic renovations after it had been closed for five years. The CEO says the redesign aims to break from traditional stores by focusing on changing customer needs and offering fresh, new items. Major changes include moving the entrance by the produce department, adding specialty departments for cheese, meat and seafood with upgraded products, and a health food store and beauty department for the first time. The CEO hopes the renovated store will inspire customers while still offering good prices.

1. 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 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
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2. 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 a
Naturally Better health food section greet customers.
explained. "Could we
bring something to the
market that wasn't here
previously and see how it
can grow and develop into
something that gives
customers something
special. Give them
something fresh,
give them something new,
give them some
inspiration, give them
some engagement and personality, while still giving them good prices."
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The store, known as Baymeadows in Jacksonville's Southside neighborhood, opened for
the first time in 2003 but had been dark for five years. Its failure, McLeod said, makes a
perfect case for the company's need for reinvention. The old store, he acknowledged, "was
the wrong offering."
In addition, McLeod noted, the
neighborhood has grown rapidly since
2010, with a young and affluent shopper
base in need of a food store that can meet
demand for the higher quality foods,
more relevant assortments and a better
in-store experience the revamped store
was designed to provide.
Physical changes to the building included
moving the entrance so that shoppers
walk directly into a wide fresh produce
department with produce displayed on
ice, with views to prepared foods area
known as The Kitchen staffed by in-store
chefs, a new cafe and bakery, and
specialty departments like cheese, meat
and seafood, each dramatically
highlighted in red-and-white signage
carried through the store. Assortments in
those departments have been upgraded
to reflect tastes for local, sustainable and
organic.
A health food store-within-a-store with
4,500 natural and organic SKUs, known
as Naturally Better; a vitamins and
supplements assortment; and a beauty
department with backlit shelving and
salon brands, all appear in a Winn-Dixie store for the first time.
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3. 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 are
among 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 value
statement, on the heels of a $70 million investment in
lower prices at 3,000 SKUs chainwide instituted in
November, and the "Down Down" campaign of extended
discounts launched last month.
The pricing actions address consumers' single biggest
perceived issue with Winn-Dixie, while better arming
the company against competitor ads that unfavorably
compared prices to Winn-Dixie. McLeod told SN the
company was pleased with early results of the pricing
effort but acknowledged perceptions tend to change
slowly.
McLeod said the renovated Baymeadows store was
"experimental" in nature, but said aspects of the
redesigned unit could roll to additional stores where appropriate. The company expects to
renovate 50 Winn-Dixie stores this year.
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