Roundy’s Rebadging Copps Stores as Pick ‘n Save

The Wisconsin-based Roundy’s division of The Kroger Co. last week converted five of its seven Madison-area Copps supermarkets to the Pick ‘n Save banner, suggesting that Copps’ days are numbered in the state.

Roundy's officials are staying mum for the moments on the future of the remaining Madison Copps stores or the seven other Copps locations around Wisconsin. However, one of the Madison stores had shopping carts with the Pick ‘n Save logo, the Wisconsin State Journal (WSJ) reported.

Cincinnati-based Kroger last year acquired Roundy’s, which operates Pick 'n Save, Copps and Metro Market in Wisconsin, and Mariano’s Fresh Market in the Chicago area.

“Our store-planning team is busy with the current Copps conversions in the Madison market,” Jim Hyland, Roundy’s VP of communications, told PG. “They will review customer reaction to the banner change and decide on further Copps store conversions in both the Madison market and for the remaining Copps stores in the state.”

Simplifying Business

This past summer, Roundy’s converted seven Copps stores in the Green Bay and Appleton area to the Pick ’n Save banner, which now has 101 locations in Wisconsin, WSJ reported.

“Our objective in renaming these Copps stores under the Pick ’n Save banner is to simplify our business,” Hyland told WSJ. “We are unifying these banners under the Pick ’n Save brand to improve efficiency, value and consistency for the benefit of our customers in the Madison market.”

Madison is considered one of the most competitive grocery markets in the Midwest, with Festival Foods, Hy-Vee, Woodman’s Markets, Metcalfe’s Markets, Sam’s Club, Costco, Target and Walmart stores among those competing for share.

The Madison-area Pick ’n Save conversions brought refreshed stores and some new offerings, Roundy’s said, including more organic, natural and gluten-free offerings and new private label brands.

Roundy’s purchased 22 stores from Stevens Point, Wis.-based Copps Corp. in 2001, and the banner ultimately became one of the main grocery brands in the Madison market, WSJ noted.


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