Marsh Rebadges Another Store

Marsh Supermarkets has converted its Connersville, Ind., store to a MainStreet Market, effective March 3.

The Indianapolis-based grocer explained the business rationale for MainStreet Markets is based on an ncreasing 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.

“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.”

This 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.

A new logo will be evident on buildings, road signs and display signs and tags throughout the stores. The work force is not expected to change.

“Our valued associates are one of the key components of our success, with the dedication and expertise they bring to their jobs each day,” Lazaran said, “and they will continue to provide the exceptional shopping experience that our customers deserve at MainStreet Markets.”

Marsh operates 97 supermarkets in Indiana and Ohio.