Food Lion Opens Second Bloom Store Today

MOORESVILLE, N.C. - Food Lion is opening the second iteration of its consumer-centric concept, Bloom, today in Mooresville, N.C., a highly competitive Charlotte suburb that includes two supercenters and four supermarkets. Three more Bloom stores are slated for the Charlotte area by year's end.

The 30,000-square-foot store in Mooresville is a remodel of a former conventional Food Lion unit located in the Port Village Shopping Center on N.C. 150 West.

Salisbury, N.C.-based Food Lion, a division of the Delhaize Group, opened the first Bloom store, officially known as "Bloom, A Food Lion Market," in May at the intersection of W.T. Harris Boulevard and Sugar Creek Road in Charlotte. The concept, which was designed by an inter-disciplinary team of Food Lion executives to be a "supermarket for the future," focuses purely on customer convenience, featuring technology applications like self scanners and information kiosks, as well as a quick meal solutions center with a Boston Market counter and top-selling grab-and-go items such as milk and beer.

So far, it seems that Bloom has been a hit. During a second-quarter investors' conference call on Aug. 5, Delhaize's c.e.o., Pierre-Olivier Beckers, said: "Sales, traffic, and customer excitement in the short life of the first Bloom store have exceeded our expectations. Although the Bloom experiment will consist of only five stores at the end of the year, we feel that the learnings from this very innovative store will be significant for Food Lion and the whole Delhaize Group."

Progressive Grocer dissects the Bloom retailing concept as the Store of the Month in its upcoming Sept. 1 issue.
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