In response to consumer demands, Food Lion LLC conceived, developed and opened the first Bloom in Charlotte, N.C. in 2004. Originally called Bloom and dubbed with the phrase “A Food Lion Market,” it was based on the concept that grocery shopping should be fun. With wider aisles, organizing foods and products into logical groups was just the beginning of the company’s consumer-friendly platform. Since its inception, Bloom has expanded to 65 locations across the Southeast and Mid-West.
Geared toward customer convenience and in an attempt to make grocery shopping enjoyable for the customer, Bloom gathers its employees regularly to chant cheerfully, thereby creating a cheery atmosphere that further enhances its non-traditional supermarket layout scheme. The company prides itself on its store design, which includes easy-to-navigate aisles, and its guarantee of no lines at check-out time.
Offering prepared, ready-to-eat meals in the “Table Top” section at the entrance to every store, in addition to offering errand service while shopping, Bloom claims to have redefined grocery shopping. Keeping customers as the primary consideration when making decisions within a Bloom market, the company has offered shoppers the ability to scan and bag their provisions while shopping so that they have a running total of purchases that allows for keeping within budget. There are what the company calls interactive kiosks to help with recipe and wine selections for special meals.
Bloom also offers a 200 percent refund on any fresh product that is unsatisfactory (with receipt), as well as a rebate program, called Breeze, that awards 1 percent for every dollar spent at the store: customers can choose to have their rebate forwarded to any local school or charity.
With careful market considerations, Bloom has thus far been successful with its newly formatted grocery stores. Only after meticulous growth and economic studies will Bloom choose a site for a new market. Demands for Bloom stores are considered seriously on a case-by-case basis; every complaint, request and comment is reviewed and resolved. Food Lion LLC saw the need, filled it and has successfully made grocery shopping into a fun activity.
Headquarters: Salisbury, North Carolina
First Center in 2004
Subsidiary of Food Lion LLC, Delhaize America, Delhaize Group
Number of Stores: 65
Annual Revenue: $10 to 20 million
Geography: Southeast to Mid-West
Slogans: “Thought for Food,” “A Food Lion Market,” “A Different Kind of Grocery Store”
Errand Services: DVDs, lottery
Hannaford, Sheffield & Sons
Food Lion, Food Lion, LLC, Delhaize Group, Delhaize America