PriceRite Takes Food 4 Less Name; Name Changed on Five Greater Las Vegas Area Stores

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PriceRite Takes Food 4 Less Name; Name Changed on Five Greater Las Vegas Area Stores
    LAS VEGAS, April 30 /PRNewswire/ -- Viva Las Vegas!
    Food 4 Less, the nation's leading price-impact warehouse supermarket
operator, is coming to southern Nevada and it is bringing with it the finest
in quality, variety and service at everyday low prices.
    It all happens Wednesday, May 2 with a Grand Re-Opening celebration for
Las Vegas residents when the Food 4 Less name is unveiled on five former
PriceRite warehouse stores.
    The PriceRite stores undergoing conversion to Food 4 Less branded stores
are located at: 4001 South Decatur Boulevard; 1941 North Decatur Boulevard;
3250 East Flamingo Boulevard; 3602 East Bonanza; and 2255 Las Vegas Boulevard
in North Las Vegas.
    Along with the name change, Food 4 Less also invested more than $5 million
to upgrade the five stores.
    "We're excited about the opportunity to make improvements to these stores
as part of the name change from PriceRite to our successful Food 4 Less
format," said Dave Hirz, president of Los Angeles-based Food 4 Less Warehouse
Stores.  "We look forward to introducing Food 4 Less' special brand of service
to customers in Las Vegas who appreciate quality and variety at the lowest
prices. We are sure that customers will enjoy the great selection of
groceries, as well as all of the added services we will be including at the
our newly-converted Las Vegas stores."
    The newly converted stores have been completely upgraded to offer a
greater variety of products and services.  The stores feature new interior and
exterior designs, wider aisles and a modern, convenient layout.
    The former PriceRite stores also feature several new specialty
departments, including expanded deli/bakeries offering a delicious selection
of deli meats and cheeses, party trays, salads, freshly-baked breads, cookies
and cakes for all occasions.  In addition, the stores' meat, produce, floral
and dairy departments have been enhanced and feature a larger selection of
fresh products.
    Customers also will appreciate a wide range of other special services that
are now available at the stores, including postage stamps, film developing,
motorized shopping carts for the disabled and specially-designed shopping
carts with infant carriers.
    The renovated stores also feature state-of-the-art energy efficient
equipment and lighting, and environmentally safe refrigeration.
    Hirz wants to assure customers that the changes being made will improve
the stores.  "We're changing these stores for the better, and we invite the
community to come out and take a look at the improvements we have made to
these stores," he said.  "We are excited about the potential of these
supermarkets and look forward to defining the future of supermarket shopping
in Las Vegas."
    The one thing that isn't being changed, according to Hirz, is the former
PriceRite stores' long-standing commitment to its customers and community.
    "We are committed to operating the very best supermarkets in Las Vegas
with savings shoppers won't find anywhere else, and the kind of personalized
service that our customers expect and deserve."
    In fact, shoppers visiting the converting stores will find all of the same
friendly, smiling, helpful people they came to know and count on when they
served the community as PriceRites.  More than 400 people are employed at the
five stores.
    Hirz added that the name change helps pave the way for future growth by
Food 4 Less in the greater Las Vegas area.  "We have a sixth location that
will open within the next year," he said.  "We also are looking at several
sites in and around Las Vegas and we hope to open more new stores in the next
couple of years."
    Los Angeles-based Food 4 Less has operated PriceRite ever since it
acquired the five stores from the Smith's Food and Drug Store chain in 1996.
    The addition of the five Food 4 Less stores in Las Vegas gives Food 4 Less
Warehouse Stores 105 stores in California and Nevada.  Food 4 Less is a
division of The Kroger Co. (NYSE: KR), the nation's largest grocery retailer,
headquartered in Cincinnati, Ohio.
SOURCE Food 4 Less
http://www.food4less1.com
Company News On-Call:
http://www.prnewswire.com/comp/732950.html or fax,
800-758-5804, ext. 732950
CONTACT:
Terry O'Neil of Food 4 Less Warehouse Stores,
310-884-4680