Marsh Morphs to MainStreet in Muncie

Marsh Supermarkets will begin to operate six of its eight Muncie, Ind., locations as MainStreet Markets, effective Thursday.

Marsh reports investing nearly $4 million in its Muncie locations. The move represents a refinement of Marsh’s existing two-banner store strategy that was launched in late 2006 and included the renovation of 90 percent of the Marsh store base. That strategy bannered many of the smaller stores as Marsh Hometown Markets, while renaming many of the larger stores with broader departmental and product offerings as Marsh the Marketplace.

“Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so,” said Frank Lazaran, Marsh chairman, CEO and president. “Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores.”

The business rationale for MainStreet Markets is based on an increasing need to better position many of Marsh’s smaller and more traditional facilities with offerings and services consistent with consumer preferences in these store’s trading areas. MainStreet Market will build on the foundation of local community involvement, fresh, high-quality perishable products, fast and friendly service, fair pricing and weekly specials on popular staple items.

A new logo will be evident on buildings, road signs and display signs and tags throughout the stores. In addition to emphasizing weekly savings on basic items, MainStreet Market will offer its shoppers the opportunity to take advantage of the increasing number of electronic savings and offers that technology is making readily available. The MainStreet Reward$ Card will provide shoppers a means to receive special rewards and discounts instantly. “Senior Savings Club” and “MainStreet Moms” are two such programs that will provide seniors and new moms extra savings. Customers who sign up for their new MainStreet Reward$ Card and spend $100 or more on their first purchase can receive a rewards coupon worth $10 off their next purchase.

Based in Indianapolis, Marsh operates 97 supermarkets in Indiana and Ohio.