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FOOD LION STILL LEADING IN SALES; TARGET CLIMBS TO NO. 4

Target knocks Shoppers Food Warehouse off the list of the top five grocery stores in the area

BY CATHY JETT

Date published: 6/21/2008

BY CATHY JETT

Target apparently has scored a bulls eye with Fredericksburg-area food shoppers.

The discount chain finally hit the No. 4 spot for total grocery sales between April 1, 2007, and March 31, according to a new survey by Food World magazine.

Target, which had never been among the top five chains here, edged out out CVS and Shoppers Food Warehouse for the honors. But it's still far behind front runners Food Lion, Giant Food and Wal-Mart, the trade publication's editors found.

While Target does not comment on sales data for specific stores, spokeswoman Sonja Pothen said that the chain constantly looks for ways to remain competitive through pricing and such features as its Grab 'n' Go snacks and meals and user-friendly packaging, such as resealable chip bags.

Food World's survey could show an even greater shakeup in 2010 since Wegmans will have entered the market. The high-end grocer is slated to open a store in Celebrate Virginia South by next summer.

Current market leader Food Lion rang up $281.5 million in sales last year. That was $11.1 million, or 4.11 percent more, than in 2006.

"We believe that through our different banners--Food Lion, Bloom and Bottom Dollar Food--we touch everything consumers expect and want in a grocery store," said spokeswoman Karen Peterson. "Our continued objective is to provide a great shopping experience for all our customers and never stop recreating ourselves to better meet their needs."

Things were not so rosy for Landover, Md.-based Giant Food, which saw its sales slip despite opening two Super Giants last year, in Banks Ford on U.S. 17 near Geico and in Harrison Crossing North, which is on State Route 3 in Spotsylvania County.

Giant's sales at its seven stores here fell from $173.6 million in 2007 to $166.56 this year, a drop of 4.23 percent.

Giant Food spokesman Jamie Miller said the chain plans to complete the roll-out of its everyday low price initiative later this year, which should help strengthening its market position by creating more value for customers.

"We will also ensure that each store's product offering is tailored specifically to that community's buying patterns, and we will carefully listen to our customers' requests so that we can continue to offer a great shopping experience," he said.

Here are the Fredericksburg area's top five retailers in grocery sales in millions: 1. Food Lion $281.5 2. Giant Food $166.56 3. Wal-Mart $145.3 4. Target $73.6 5. CVS $68.3

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Date published: 6/21/2008