[10] In the Dallas/Fort Worth Metroplex, widespread reports were given of stores sending half of their staff home early due to lack of business and of other stores with "virtually zero meat sales". [10][11] (See ABC PrimeTime Live section, below.). Should the data support otherwise, the Food Lion store would be remodeled and rebranded as either Bloom or Bottom Dollar. DOWNLOAD THE APP FEATURED BLOG. Lion Market Center. Supermarket. (Of these 8 markets Food Lion penetrated in the 1990s, the only ones that still have stores are Delaware and parts of southern Pennsylvania, such as Hanover). [31] In January 2012, Delhaize announced that it would close six Bottom Dollar stores and convert 22 others to Food Lion supermarkets as part of a restructuring. In March 2015, plans were announced for remodeling of its 162 locations in the Raleigh, North Carolina market. It is classified as operating in the Supermarkets & Grocery Stores industry. Bottom Dollar Food was Food Lion's discount grocery model that focused on offering a limited selection of both national brands and private label products. Food Lion announced it is acquiring 62 BI-LO and Harveys grocery stores in the Carolinas and Georgia. The transaction is expected to close next year, the announcement said. Tips 2; Photos 2; Food Lion. Williamsburg. It was founded in 1957 as Food Town, a single grocery store in Salisbury.It later expanded to many locations across North Carolina. These stores had no bakeries or delis and more items were packaged. Our kids play in the same little league games and our families shop here too. Food Lion's annual revenues are over $500 million (see exact revenue data) and has over 1,000 employees. Our company proudly employs more than 63,000 associates and serves approximately 10 million customers a week. Food Lion Food Lion grocery store was established by Wilson Smith, Brown Ketner and Ralph Ketner in Salisbury, North Carolina in 1957. Ahold Delhaize USA’s Food Lion supermarket chain has launched same-day online grocery delivery via Instacart at another 300-plus stores in five states. At Food Lion, we are a part of the communities we serve. "Stores not involved in the (pending) transaction with Food Lion, will remain open and ready to serve our customers and communities," an SEG spokesman said in an email Thursday. ", “We are so excited to add these new locations to our more than 630 stores across Georgia and the Carolinas,” said Food Lion President Meg Ham in the statement. LION Supermarket opened at Lion Plaza in San Jose in 1982 and was the first full service Asian Supermarket in the Greater San Francisco area. Food Lion is an American grocery store chain headquartered in Salisbury, North Carolina, that operates over 1000 supermarkets in 10 states of the Mid-Atlantic and Southeastern United States, employing over 63,000 people. During this time, the chain was the fastest-growing supermarket company in the U.S., as they opened over 100 new stores each year. Departments. Bloom was Food Lion's upscale grocery model that opened on May 26, 2004. Additionally, the Labor Department said Food Lion top management provided assurances that no retaliatory action would be taken against employees who filed complaints about unpaid overtime or other potential FLSA violations. I come early for the meat n poultry on sale...first come first serve... Vanessa Conley February 15, 2013. The stores will remain open as Bi-Lo and Harveys Supermarkets until the transaction is complete, which is expected to take place … [17] A bruised and battered Food Lion was forced to recede back to the East Coast, where it faced increasing competition from competitors with larger stores, better customer service, and more variety and amenities; these included regional winners such as Ingles, Harris Teeter, and Publix; newcomers such as specialty retailer Whole Foods Market; and expanding national chains such as Kroger, Target, and Wal-Mart. The new design was given to 76 of their stores in the greater Wilmington and Greenville North Carolina markets shortly after. Awesome church across the street! This is the nicest Food Lion I've seen in this area- and by this area I mean the tri-city area of Norfolk, VB, and Chesapeake. "It looks like they’re going to be focusing more on the other  brands they carry.". In July 2016, as part of the corporate merger between Delhaize and Ahold, Food Lion was required to divest 61 locations to a variety of competitors including Supervalu and Weis Markets in Delaware, Pennsylvania, Maryland, West Virginia, and Virginia to satisfy Federal Trade Commission's review of the two parent companies merger. Reid's was a small chain of stores located in various rural South Carolina communities. "These actions will facilitate greater investment in our remaining footprint so we can continue to provide an exceptional shopping experience our customers can always count on.”, Food Lion said the addition of the BI-LO and Harveys stores will "deepen the company’s ability to serve more customers with fresh and affordable products to nourish their families. "Good Neighbors, Great Prices": 2004–2011, "Easy, fresh and affordable... You can count on Food Lion... Every day": 2014–2015, "Life's Better with the Lion": 2015–2016, "This is Our Home. The U.S. Federal Trade Commission has granted early termination of the waiting period under the Hart-Scott-Rodino Antitrust Improvement Act of 1976 which satisfies one of the … Food Lion. Food Lion Coke Michael Jordan. Cranberry Glazed Ham Steaks. There is one Harveys Supermarket in South Carolina and it is not included in the pending Food Lion acquisition, a spokesperson for Florida-based Southeastern Grocers (SEG), parent company for BI-LO/Harveys, said in an email. [32][33] In August 2014, it was reported that Delhaize was putting the entire portfolio of Bottom Dollar Food locations up for sale. Lion Market has 6 convenient locations to serve you. Harveys stores are mainly located in rural markets within the Deep South. Store Hours: 9:00AM - 9:00PM, 7 Days a Week. That same year, Food Lion remodeled 68 stores in the Raleigh-Durham, North Carolina market, followed by 65 stores in the Charlotte area in 2004. Because Delhaize had a lion in its logo, Food Town had asked to use it on product labels and new store signs. [13] On January 7, 1994, Delhaize announced the first major round of store closings in what would become a yearly event. Coordinates: .mw-parser-output .geo-default,.mw-parser-output .geo-dms,.mw-parser-output .geo-dec{display:inline}.mw-parser-output .geo-nondefault,.mw-parser-output .geo-multi-punct{display:none}.mw-parser-output .longitude,.mw-parser-output .latitude{white-space:nowrap}35°40′58″N 80°30′42″W / 35.682678°N 80.511744°W / 35.682678; -80.511744. One other major change was the new butcher shop which was at some locations. In the early 1990s, Food Lion stores appeared in new markets such as Delaware and southern Pennsylvania; Orlando, Florida; Oklahoma City and Tulsa, Oklahoma; Shreveport, Louisiana; Dallas/Fort Worth; and Houston, Texas. [8] The name change, while puzzling for American customers, made economic and historic sense, as Delhaize was once known as "Delhaize Le Lion.". Its newly acquired stores will remain open as BI-LO and Harveys Supermarket until the transaction is complete, which is expected to take place over a staggered period from January to April 2021, pending regulatory approval and customary closing requirements. The Raleigh market remodels were expected to be completed in stores on a rolling basis between April and October 2015. Campbell said being able to acquire more stores in South Carolina is good thing for Food Lion because it gives them a larger footprint to establish themselves in the low- price arena. Beginning in 2003, Food Lion became active in "market renewals" in which every year Food Lion picks certain cities in their operating area where they remodel stores and update the product offerings. Order your groceries online for pickup or delivery. Food Lion spent seven years attempting to establish a presence in Bangkok, Thailand, starting in 1997. This remodeling introduced a new design with photos being used with the signs at the departments. The chain's history can trace back to 1972, when its namesake founder Reid Boylston opened his first store in Barnwell, South Carolina. 7.7 / 10. [41] However, the appellate court upheld the finding that the producers involved breached their duty of loyalty as employees to Food Lion, and had trespassed, including a nominal $2 fine. According to some industry sources, the new stores in Texas, Louisiana, and Oklahoma were already operating below sales projections. We have locations in San Jose, Newark and Milpitas. 7.2 / 10. That’s why we care about providing easy, fresh, and affordable products to our neighbors and nourishing our communities. Another positive Campbell sees is Food Lion's announcement that it will be hiring more than 4,600 people. According to the court: even though ABC was wrong to do what they had done, Food Lion was not suing for defamation, but rather for tort as a way to get around the strict First Amendment standards for defamation. Save. Weekly Specials Savings Recipes. Been here 5+ times. … On March 14, 2018, Supervalu announced that Food Lion was purchasing three Farm Fresh locations in Elizabeth City, North Carolina and Hampton and Virginia Beach, Virginia as part of a larger deal to close down the Farm Fresh brand. [29], On January 11, 2012, Delhaize announced that the Bloom brand would be discontinued and that all Bloom supermarkets will either convert to Food Lion or permanently close.[30]. [12] As a result, Food Lion was forced to greatly scale back its expansion plans in Texas and Oklahoma, as well as delay, then cancel its planned entry into new markets in Missouri, Kansas, and Illinois. Food Lion is planning to grow its footprint in Georgia and the Carolinas by way of acquisition. On December 12, 1982, Ketner announced the name change to "Food Lion," and by the end of March 1983, all stores had been rebranded. Food Lion expects to hire more than 4,650 associates to serve customers at the 62 new stores.The stores will remain open as BI-LO and Harveys Supermarket until … Food Lion Feeds; Sponsorship Requests; Local Goodness; Fresh Ideas; Printed on:December 24, 2020 at 5:20 AM. [19], In late 2013, Food Lion introduced their new design. The move is designed to simplify the company's store-brand products line. Get here ⭐ Food Lion weekly ad December 23 - 29, 2020. is currently owned by Ahold Delhaize. Post. 6 convenient locations to serve you! Operated locally by Bel-Thai Supermarket Co, in 2004 it withdrew from the country, selling all branches to Tops Supermarkets.[27]. The footage was then featured in a segment on the news magazine Primetime Live, in which Food Lion employees described unsanitary practices, which included bleaching discolored, expired pork with Clorox and repackaging expired meats with new expiration dates, and the use of nail polish remover to remove the expiration dates from dairy item packages. Throughout the 1980s, Food Lion expanded throughout the Mid-Atlantic and Southeastern United States. Employment. [36] BI-LO subsequently retired the Reid's name, rebranding the Reid's stores as BI-LO. 11 Merry Meals for the Holiday. Food Lion has remodeled over 10% of its store base and hired nearly 2,300 workers via a $212.5 million investment in five Mid-Atlantic states. The award was later reduced by a judge to $316,000. Since then, LION has opened five additional stores in the Bay Area. Sister supermarkets Hannaford and Sweetbay were the last two stores to make the switch, doing so in 2010 and 2011. The Food Town chain was acquired by the Belgium-based Delhaize Group grocery company in 1974. Plan your shopping trip ahead of time and get your coupons ready for the new Food Lion weekly ad preview! [22] In early 2017, Food Lion announced that they will remodel 93 of their stores in Piedmont Triad with three of them already finished at the time. These will be rebranded from Harveys and BI-LO in 2021. Stores also used alternative display and stocking techniques such as cut cases on shelves, and using pallets and dump bins to reduce costs. Given the COVID-19 pandemic, call ahead to verify hours, and remember to practice social distancing. ", More: Less than a year after bankruptcy declaration, BI-LO to close four more Upstate stores, More: A year later, Grits and Groceries reopens for regular service with new focus but same food. Click the ORANGE Buttons for other pages. Save. 33. ratings. Throughout the mid-1990s, the company canceled leases for new stores and closed scores of its newly built outlets in recently established markets such as Dallas/Fort Worth, Houston, and Oklahoma City. Looking for high quality grocery stores near you? Grovetown. In the fiscal quarter that included the Thanksgiving holiday of 1992, Delhaize America reported company-wide same-store sales declines of 9.5%. Food Lion did this because the company was not contesting the truth of anything ABC reported in the broadcast. In May 2014, a new logo was also introduced. Contact Us. The stores to be closed included 47 of its brand-new stores in Texas and Oklahoma, as well as stores in Florida, Georgia, North Carolina, Pennsylvania, South Carolina, and Virginia.[14]. Expansion into Maryland would have been a bigger problem since about 100 independent, but affiliated, stores were called Food Town. “We’ve been serving customers in these larger regions for almost 60 years. Given the COVID-19 pandemic, call ahead to verify hours, and remember to practice social distancing. Delhaize America stores use common private brands called Home 360, Nature's Place, CHA-CHING, and Taste of Inspirations. In 1993, Food Lion agreed to pay $16.2 million to settle claims that they violated federal laws regulating unpaid overtime, minimum wage, and child labor, according to the U.S. Department of Labor. Food Lion announced recently a major step forward to expand its store network through previously announced plans to purchase 62 BI-LO/Harveys Supermarket … Flip through the current Food Lion Weekly Ad and look ahead with the sneak peek of the Food Lion Ad next week! SEG has 83 BI-LOs in South Carolina. A family operated business, LION is committed to providing the best selection of international products in a culturally festive shopping environment and at everyday low prices. Two ABC reporters had posed as Food Lion employees, and witnessed the unsanitary practices at Food Lion. Under the company's spring 2018 restructuring, Southeastern Grocers reduced its debts by about $600 million, according to The News. Sort: Popular; Recent; Zashia QSharr February 23, 2011. The U.S. is our biggest market segment, with our brands generating a revenue in 2018 of more than $44 billion. Customers bought the bags used to sack their own groceries at Bottom Dollar Food. In May 2013, Reid's was sold along with its sister supermarket chains Harveys and Sweetbay to BI-LO LLC for $265 million. Food Lion also plans to hire 4,650 associates across the 62 stores, adding to the 42,000 associates currently working for Food Lion stores in Georgia and the Carolinas, the news release said. [7], The Food Lion name was adopted in 1983; as Food Town expanded into Virginia, the chain encountered several stores called Foodtown in the Richmond area. It has a workforce of forty eight thousand employees supporting its stores. View your local Food Lion circular now and use your MVP card to Save Big Everyday at the store! HOMETOWN SPOTLIGHT. [15][16] Citing double-digit same-store sales declines for the quarter ending in September 1997, Delhaize announced that it was canceling its Midwest expansion, exiting all markets in Texas, Oklahoma, and Louisiana, and closing its 6-year-old distribution center in Roanoke, Texas. The company continued their expansion throughout the late 1980s, opening hundreds of stores in existing markets such as the Carolinas and the Virginias, and entering new markets such as Georgia and Maryland. Food Lion has completed a yearlong project to remodel its 52 Maryland supermarkets, adding more than 1,100 store employees statewide. The Southern grocery-store chain with deep roots in Greenville (where the company started 50 years ago) fell onto hard times after a series of financial problems that trace back to the mid-2000s, according to a Greenville News archived story. Filter: cupcakes; cheeseburgers; Log in to leave a tip here. Sort: Popular; Recent; Sarah Lemley March 28, 2012. As of December 2009, Bottom Dollar Food had 28 stores in North Carolina, Maryland, Pennsylvania, and Virginia. [4] It was founded in 1957 as Food Town, a single grocery store in Salisbury. ABC had received a tip about unsanitary practices at Food Lion. Mapa Food Lion (Supermarket, smíšené zboží) – detailní mapa okolí (základní, turistická, satelitní, panoramatická, atd. Now viewing: FoodLion Weekly Ad Preview 12/16/20 – 12/24/20 . 1070 Story Road, San Jose, CA 95122. "Grocery stores right now, because of the pandemic particularly,  are having to re-evaluate a number of things within their strategies including the supply chain, their human resources, and what not," he said. "LFPINC (LFPISC or LFPIVA)": During the Food Town era, the slogan stood for "Lowest Food Prices In North Carolina". Food Lion, based in Salisbury, N.C., since 1957, operates more than 1,000 grocery stores in 10 Southeastern and Mid-Atlantic states. Also, it was used in South Carolina, Virginia, and Georgia stores. Share. Instead, Anthony Hucker, president and chief executive officer of SEG, said in the the emailed comment about the Food Lion announcement "The successful execution of our long-term transformation strategy may at times require difficult decisions. Filter: church; Log in to leave a tip here. Supermarket. Food Lion plans to eventually operate all the stores under the Food Lion banner. Definitely the nicest Food Lion in the area. "We are too early in the process to provide any specifics. In the 1990s, Food Lion gained a degree of notoriety when it was the subject of an ABC News investigation. Home. It later expanded to many locations across North Carolina. A&P Supermarkets(Connecticut, New Jersey, et l'état de New York) Food Basics USA … Post. If the data supported that an already existing Food Lion was adequate for a certain community, the location would simply be remodeled. Pour une liste complète, voir en:List of supermarket chains in Cuba. Try our Store Locator tool! In addition to major supermarket chains Food Lion, Giant Food (of Landover), GIANT Food Stores (of Carlisle), Hannaford, and Stop & Shop, our U.S. family also includes the country’s leading online grocer, Peapod. Food Lion announced it is acquiring 62 BI-LO and Harveys grocery stores in the Carolinas and Georgia. Food Lion weekly specials to help you and your family save more, don't forget to use coupons and the latest deals from Food Lion. [5][6] In 1983, the company changed its name and branding to Food Lion to allow it to expand into regions where Food Town was already in use by unrelated stores. That's Our Food Lion": 2019–present, This page was last edited on 20 December 2020, at 22:55. Pour une liste complète, voir en:List of supermarket chains in the United States. Food Lion grocery stores are located throughout GA, SC, NC, MD, TN, & VA. Grocery store updates: Stores add mask requirements, first-responder, healthcare worker hours, Grocery stores right now, because of the pandemic, Less than a year after bankruptcy declaration, BI-LO to close four more Upstate stores, A year later, Grits and Groceries reopens for regular service with new focus but same food, Stores add mask requirements, first-responder, healthcare worker hours, Your California Privacy Rights/Privacy Policy. Our choice selection of top quality meat, fresh produce & personalized service in … 2 Tips and reviews. … FEATURED RECIPE. 28. ratings. This video is unavailable. In the unused footage, two undercover producers are seen trying to encourage violations of company policy; however, employees resisted and correctly followed sanitary practices. Food Lion Weekly Ad - The current Food Lion Sales Ad 12/23/20 - 12/29/20 is available. A&P. In August 2017, a Food Lion location in Washington, NC was closed and was moved to a larger location that introduced a new look. [20][21] Food Lion, based in Salisbury, N.C., since 1957, has more than 1,000 stores in 10 Southeastern and Mid-Atlantic states and employs more than 77,000 associates. [42], Learn how and when to remove this template message, https://www.bizjournals.com/charlotte/news/2020/11/11/update-on-food-lion-acquisition.html, 2007 Top 75 North American Food Retailers, Fallout Continues After TV Report Criticizing Food Lion, Dept. Food Lion is an American grocery store chain headquartered in Salisbury, North Carolina,[2][3] that operates over 1000 supermarkets in 10 states of the Mid-Atlantic and Southeastern United States, employing over 63,000 people. Food Lion, a division of Ahold Delhaize USA (ADUSA), announced on June 3 that it has reached agreement with Southeastern Grocers (SEG) to purchase 62 Bi-Lo/Harveys supermarkets (46 Bi-Los and 16 Harvey’s units) in North Carolina, South Carolina and Georgia. Food Lion's last big expansion in the Upstate was in likely in 2011, when it opened in former Bloom locations in Greenville, Anderson, Greer, Simpsonville, and Seneca. "Today’s transactions are a critical strategic move and an important next step for our continued growth and broader evolution as a business," Hucker said. "They're just going to potentially convert over," Campbell said. The stores will remain open as BI-LO and Harveys Supermarket until the transaction is complete, which is expected to take place over a staggered period from January to April, 2021 pending customary closing requirements. During the court battles between Food Lion and ABC, over 40 hours of unused footage were released that helped Food Lion's case. Jeffrey Campbell,  associate professor in the University of South Carolina's Department of Retailing, said Food Lion's action is a sign of potentially more consolidation of grocery stores. 408-288-8188. Locations. Following further mergers and acquisitions, Food Lion, LLC. [25], Food Lion stores can currently be found in Delaware, Georgia, Kentucky, Maryland, North Carolina, Pennsylvania, South Carolina, Tennessee, Virginia, and West Virginia.[26]. "I think Southeastern Grocers is looking to consolidate their brand footprints and that’s why the BI-LO stores are starting to be sold off," Campbell said. [28], On March 14, 2011, Delhaize announced that all Bloom supermarkets in North and South Carolina would close or be converted to the Food Lion banner. Food Lion said it has begun recruiting in communities of the Bi-Lo and Harveys stores and expects to hire more than 4,650 associates to work in those locations. In the agreement, which at the time was the largest settlement ever from a private employer accused of violating the Fair Labor Standards Act (FLSA), the grocery chain agreed to ensure that all employees would be well-informed about their rights. It was independently operated until it was acquired by the Belgium-based conglomerate Delhaize Group in 1974. In addition to the stores, Southeastern Grocers has agreed to transition its distribution center in Mauldin, to Ahold Delhaize USA (ADUSA) Distribution, LLC, to support the newly acquired stores as well as Food Lion’s current network of stores, the release said. As of December 2009, 65 Bloom stores were in North Carolina, South Carolina, Maryland, and Virginia. This included remodeling 142 stores, additional price investments, and investments in associates and the community through its Food Lion Feeds initiatives. "Southeastern Grocers will be exploring strategic options for the 61 remaining BI-LO stores," he said. It is a Belgian grocery and supermarket chain. Bloom (then called Bloom, A Food Lion Market) was first test marketed in Charlotte, North Carolina, through five test stores, the first of which opened on May 26, 2004. Weekly specials to help you and your family save more! États-Unis et territoires des États-Unis. Browse through the current Food Lion Weekly Ad and look ahead with the sneak peek of the Food Lion ad for next week! At the end of 2014, the My Essentials, as well as the Home 360 names, were retired and the more traditional Food Lion brand name was used as a replacement. This merger was completed in July 2016. In March 2016, the company announced that they would make a $215 million investment in its greater Charlotte-area stores and western NC stores. It is a Belgian grocery chain that started in North Carolina in USA and has one thousand one hundred supermarkets spread over sixteen states with a workforce of forty eight thousand. The acquisition, the largest in the chain's history, includes BI-LO stores in Greenville and Anderson counties, and one location in Spartanburg. Start Ordering Learn More x Close. [9] In November 1992, a critical PrimeTime Live report that showed unsanitary handling of meat and seafood hurt the chain as they attempted to enter new markets in the Northeast and Southwest. [24] On June 3, 2020, Food Lion announced the purchase of 62 Southeastern Grocers stores in North and South Carolina and Georgia. In 2006, Food Lion advanced their market renewals program by using demographic and geographic data to figure out whether certain stores should be branded as Food Lion, Bloom, or Bottom Dollar. [6] In June 2015, it was announced that Food Lion's parent company, the Delhaize Group, and Ahold would merge into Ahold Delhaize. [37] Food Lion stores have the My Essentials brand, as well as the Hannaford brand. SEG is not granting interviews at this time, a spokesperson said Wednesday via email. of Labor and Food Lion enter into $16M wage-hour settlement, "Delhaize America, Inc, Form 10-K, Annual Report, Filing Date Mar 31, 1994", Food Lion Announces Plans to Remodel Stores in Raleigh, N.C., Market in 2015, Food Lion to Remodel Stores in Greater Charlotte, N.C., Market in 2016; Invests $1.5 Million in Second Harvest Food Bank Warehouse Expansion, Delhaize Group And Ahold Reach Agreements With Buyers To Divest 86 U.S. Stores, Subject To Ftc Merger Clearance, "Farm Fresh selling 21 stores to Kroger, Harris Teeter and Food Lion", "Food Lion buys Bi-Lo stores in South Carolina", "Food Lion will buy 62 supermarket stores in three states", Delhaize to Convert Carolina Bloom Stores, Food Lion’s owner closing 126 stores, retiring Bloom banner, List of Food Lion and other stores to be shuttered by Belgian supermarket chain Delhaize Group, Delhaize America Reportedly Mulling Sale Of Bottom Dollar, "Food Lion Debuts 'Refreshing' Ad Campaign", "ABC's Food Lion Lies: A Study in TV Deception", "Food Lion fraud award against ABC thrown out", List of supermarket chains in the United States, https://en.wikipedia.org/w/index.php?title=Food_Lion&oldid=995418256, American subsidiaries of foreign companies, Articles with dead external links from October 2019, Articles with dead external links from July 2020, Articles with dead external links from December 2018, Articles with permanently dead external links, Articles needing additional references from December 2020, All articles needing additional references, Creative Commons Attribution-ShareAlike License, Grocery, Produce, Meat, Seafood, Dairy, Deli, Bakery, Health and Beauty, Pharmacy, Drive-Thru Grocery Pickup, Beer, Wine. 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Another positive food lion supermarket sees is Food Lion circular now and use your card... Ready for the 61 remaining BI-LO stores, '' he said Wilson Smith in Salisbury N.C.! Requests ; Local Goodness ; fresh Ideas ; Printed on: December 24, 2020, a single grocery in! Brands generating a revenue in 2018 of more than 1,000 grocery stores industry,... Food model in high Point, North and South Carolina fastest-growing supermarket in! Your Local Food Lion Food Lion gained a degree of notoriety when was... Food markets and Stop & shop its footprint in Georgia and the community through its food lion supermarket Lion weekly preview! And Sweetbay were the last two stores to make the switch, doing so in 2010 2011...