Marsh Rebrands 6 Ohio Stores

Marsh Supermarkets is now operating six of its Ohio stores under a new banner, MainStreet Market.

Stores in Franklin, Cincinnati, Fairfield and Hamilton, Ohio, took on their new identities effective Feb. 3.

The business rationale for MainStreet Markets is what the company calls “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,” Marsh officials said in a news release. “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.”

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.

“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.”

In addition to emphasizing weekly savings on basic, staple items, Marsh said 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.

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

Indianapolis-based Marsh Supermarkets operates 99 stores in Indiana and Ohio.